Direct Marketing, Mail Order, and E-commerce News from the National Mail Order Association


A Greater Proportion of Men than Women Access their News Primarily Online.

NEW YORK- Nielsen//NetRatings, the global standard for Internet audience measurement
and analysis, reported today findings from the Nielsen//NetRatings @Plan Summer 2005 release
on online versus offline newspaper consumption. The research focused exclusively on Internet users
who consume newspapers and excluded online users who obtain their news from other online news
and information sources.   

The research shows that a significant 21 percent of Web users who read newspapers

have transferred their readership primarily to the online version, while a majority,

or 72 percent, of online users who consume newspapers primarily still access

print editions (see Table 1). Seven percent of online users who consume newspapers

split their time evenly between the online and offline editions. 


“A significant percentage of newspaper readers have transferred their preference

from print to online editions,” said Gerry Davidson, senior media analyst, Nielsen//NetRatings.

“Accordingly, many online editions now feature original content and have developed

an online strategy that includes online message boards and editorial blogs, which

leverage the medium's strengths of interactivity and immediacy.”


Table 1. Nielsen//NetRatings @Plan Online & Offline Newspaper Consumption


| Online/Offline Newspaper Consumption              |    Breakdown     |


| Primarily Print Newspaper Reading                 |       72%        |

| Primarily Online Newspaper Reading                |       21%        |

| Split Between Print & Online Newspaper Reading    |        7%        |


Source: Nielsen//NetRatings @Plan, Summer 2005 Release

Survey Question: Do you primarily read the newspaper online or offline?

Note: Percentages calculated from respondents who consumed either online or offline

newspapers, and excludes those who either did not respond or weren't sure.


A greater proportion of male readers than female readers access their newspapers

primarily online. Men who primarily read online newspapers make up 53 percent

of online readers while women comprise 47 percent. In comparison, women make

up 57 percent of those who read newspapers primarily in print. led the top five online newspapers with an audience of 11.3 million

unique visitors during May 2005, followed by with 9.2 million readers

and with 7.4 million viewers (see Table 2). Rounding out the

top five were with 3.8 million and San Francisco Chronicle (

with 3.4 million unique visitors.


“Not surprisingly, the top online newspapers tend to be located in metropolitan

cities where both population and broadband access rates are higher, which correlates

with greater Web page consumption,” said Davidson.


Table 2. Top 5 Newspaper Web sites (Non-aggregated Brands), May 2005, U.S., Home

& Work


| Newspaper Web site         |  Unique Audience (000)   |  Active Reach  |


|                |          11,255          |      7.6%      |

|               |          9,186           |      6.2%      |

|         |          7,387           |      5.0%      |

| LA Times                   |          3,751           |      2.5%      |

| San Francisco Chronicle    |          3,421           |      2.3%      |


Source: Nielsen//NetRatings NetView, June 2005


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