It's old news that the newspaper industry is struggling. With the decline in sales of hard-copies of newspapers, many news organizations are looking at ways to make money through their online newspapers. While many are experimenting with various campaigns, there does seem to be some encouraging news for the companies and their potential advertisers: if targeted effectively, the demographic of online newspaper readers has the potential to be a very lucrative one.
In comparison to the overall internet audience, newspaper web site readers are 27% more likely to be earning $100,000 or more a year, and they are more likely to have a post-graduate degree. They tend to be more web-savvy, and they use the web much more frequently for downloading media. Readers of online newspapers also shop online, often spending money on big-ticket items like automobiles, and they are twice as likely to have gone on multiple round-trip flights within the past month. Couple this with the fact that the total number of readers of online newspapers is growing at an impressive rate, and newspaper companies have reason to be optimistic about their future.
Check out some of the stats here: http://www.naa.org/PressCenter/SearchPressReleases/2008/NEWSPAPER-WEB-SITES-ATTRACT-RECORD-AUDIENCES-IN-FIRST-QUARTER.aspx
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