Newspaper Web Sites Reach 62% of Online Population

Newspapers are not dying -- at least online.

An average of 105.3 million people per month visited a newspaper Web site during the fourth quarter of 2010, according to comScore data cited by the Newspaper Association of America: 105.3 million in October, 106.7 million in November and 103.9 million in December. These visitors spent an average of 3.4 billion minutes per month browsing newspaper Web sites, generating an average 4.1 billion page views per month. That works out to about 32.3 minutes and 38.9 page views per individual per month. What's more, the newspaper Web site audience includes a high proportion of desirable demographic segments, according to comScore and the NAA. The sites reach 58% of 25- to-35-year-old adults and 73% of individuals living in households earning over $100,000 per year. The NAA noted that online advertising revenues from newspaper Web sites are also growing.