Online Newspapers Show Gains, per NAA

NEW YORK While newspaper circulation continues to slide, readership is growing, especially with younger readers—when taking online newspaper sites into consideration. According to the latest data from the Newspaper Association of America, newspaper Web sites contributed a 13.7 percent increase in total newspaper audience for adults 25-to-34.

The growth slows the younger the demo: online newspapers boosted total newspaper readership 9.2 percent for adults 18-to-24.

The data is the latest wave from the organization’s NAdbase, which tallies total audience readership with print and online data from Nielsen//NetRatings and Scarborough Research.

Additionally, the NAA found that during the second half of 2006, online newspaper readership increased 15 percent to 57.3 million users per month compared to the same period a year earlier.

The latest release from NAdbase coincides with the launch of the NAA’s trade advertising campaign “Newspaper: the multi-medium.” This is the second go around of newspaper ads aimed at media planners and buyers. The creative this time tries to focus on newspapers’ ability to reach people with online products.

“We could think of no better time to launch our 2007 newspaper value campaign than the very day we provide advertisers with audience data spanning the medium’s full portfolio of print and digital products,” John Kimball, chief marketing officer of the NAA, said in a statement.

Since the start of the $75 million campaign in March 2006, more than 1,000 newspapers have participated by running the ads in print and online and by using the NAA’s sales materials (