MarketingVOX: The Newspaper Association of America is touting numbers that show young people’s reading of online newspapers is up, reports Editor & Publisher.
The report comes about a year after the NAA launched an ad campaign playing up the advantages of newspapers – specifically print. It also comes on the cusp of the second wave of that campaign, which this time will focus on how newspapers reach people online. The release of numbers that show how papers do just that should help this new campaign.
According to the NAA, the number of online readers 25-24 has risen 13.7 percent. For readers 18-24, online growth was just 9.2 percent. Overall online newspaper readership was up 15 percent in the second half of 2006 compared with the same period in 2005, reaching 57.3 million readers per month.
The NAA campaign is targeted primarily toward media buyers and planners, to convince them newspapers are still a viable ad medium.
Related stories:
- NAA: Newspaper Print Ad Revenue Down, Web Revenue Up
- New NAA Campaign Positions Newspapers as Cutting Edge
- Newspapers Break Online Traffic Record, Have Ways to Go
- Study: Newspaper Sites Significantly Expand Reach
- Execs: Newspapers Should Cooperate for Online Ads
- Newspaper Online Advertising Up 35 Percent in Q1
- NAA Breaks $50MM Ad Campaign to Reach Advertisers
