NAA/Nielsen stats show newspapers own less than 1 percent of U.S. online audience page views, time spent
The NAA has issued another of its regular updates on the state of the U.S. daily newspaper Web audience. As usual, the numbers, sourced from Nielsen Online, sound impressive:
Newspaper Web sites attracted more than 70.3 million unique visitors in June (35.9 percent of all Internet users), according to a custom analysis provided by Nielsen Online for the Newspaper Association of America. Newspaper Web site visitors generated 3.5 billion page views during the month, spending 2.7 billion minutes browsing the sites over more than 597 million total sessions.
NAA mentions that Nielsen has changed its methodology (in part by increasing the sample size of its online usage survey to more than 230,000 panelists), so the numbers should not be compared with those issued in prior months. But just in case you do compare, they are nicely up in the unique visitor and pageview categories — so far so good.
Comparison with past performance is one way to put the numbers in context, but another that seems appropriate is to compare them with the total online audience. In other words, just how much of time spent online, and page views, are going to newspaper Web sites? And how do newspaper numbers compare with top Web brands? The answers are, unfortunately, rather dismal.
A few weeks back Nielsen issued some information, also based on its new methods, painting a picture of the total online audience in June. Combining those number with the ones put forward by NAA, here’s the whole picture in context (all figures for the month of June, all from Nielsen Online):
- The total “Active Digital Media Universe” (Nielsen’s term for total U.S. unique visitors online during the month, both at home and at work): 195,974,309.
- Of these, 70,340,277 or 35.89 percent visited a newspaper Web site. (On the other hand, 64 percent got their news elsewhere.)
- The average member of the Active Digital Media Universe visited 2,569 Web pages. That adds up to 503,457,999,821 page views.
- Of those 503 billion page views, 3,468,549,698 (3.5 billion) went to newspaper Web sites. That’s less than 1 percent of all page views, or 0.69 percent to be exact.
- Nielsen says the average page view (in that universe of 503 billion) lasted 57 seconds.* That translates to 7,971,418,330 hours spent online or 40 hours, 40 minutes and 33 seconds per person.
- Of those 7.9 billion hours spent online, time spent at newspaper Web sites was 45,022,485 hours. That’s less than 1 percent of all time spent online, or 0.56 percent.

When revenue is still seriously down, but profits are up, is that good news? The U.S newspaper companies that have reported fourth quarter 2009 results so far would have you believe it is. But based on their reports, it’s clear the industry as a whole is still in deep trouble, with no strong indication that better days are ahead.
Newspaper ad revenue: At least technically, the recession is over, with GDP growth measured at
Newspaper online revenue (included in the overall prediction above) will be the only bright spot, breaking even in Q1 and ramping up to 15% growth by Q4.
[A little over one year ago, our friend Martin Langeveld made 

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