A new study recently released by the Newspaper National Network LP, conducted by Scarborough Research, found that 81% of newspaper website users also read the printed newspaper. Crossover users (those who used both print and online newspapers) have deep affinity with both their printed newspaper and their newspaper website, and 83% say "I love both my printed newspaper and visiting my newspapers website." Crossover users visit their newspaper website to:
Access breaking news (96%),
Find articles seen previously (85%)
Find things to do/places to go (72%)
The main reasons newspaper website-only users cited for using newspaper websites include:
Accessing local news (84%)
Entertainment information (74%)
Food or restaurant information (58%)
Newspaper website-only users are web-savvy group as 52% write or read blogs and 46% have joined a web community.
The survey results suggest when doing online display advertising on news websites, you need to be able to segment your customers. However, it might be always a good idea to sponsor the breaking news and local news sections. Of course, you need to pay attention to the potential branding damage if coincidently your product is associated with some bad events in those news.
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