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Newspapers Gain A Larger Share of Internet Audience

Newspapers are increasingly staking their claim to the Internet and its emerging advertising bounty. According to a recent comScore study for the Newspaper Association of America, newspapers attracted an average monthly audience of 110.8 million unique visitors over the age of 18 to their websites in the second quarter–that’s 64.6 percent of all adult Internet users. That number is up two percent over last quarter.

Even better news, online advertising generated $807 million in revenue for newspapers in the first quarter, up 10.6 percent.

“Smartphones and tablets are increasing mobility and ease-of-access to newspaper websites, and these latest figures reflect the innovative and successful steps that newspaper publishers are taking to optimize their content across platforms,” NAA President and CEO John Sturm said of the study on his organization’s website. “The credibility associated with newspapers and strong newspaper brands clearly carries over to the online environment — distinguishing newspaper sites from other sources. When dramatic global events unfold, such as the death of Osama bin Laden, readers look to newspapers first, online and in print, for the high-quality journalism that they provide.”

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