Are Computers the New Newsies?

It seems that while the newspaper industry continues to struggle to adapt to changing revenue models, news consumption in the U.S. remains fairly strong. This likely confirms what most thought, but it’s nice to put some numbers to the discussion, and hopefully serves as encouraging news for the industry itself:

Mediapost reports:

According to a new comScore release, more than 123 million Americans visited newspaper sites in May, representing 57% of the total U.S. Internet audience, as the New York Times Brand led the category with more than 32 million visitors and 719 million pages viewed during the month. The average visitor viewed 22 pages of content on the New York Times. Tribune Newspapers ranked second in terms of audience with 24.8 million visitors, followed by Advance Internet and USA Today Sites.

Jeff Hackett, comScore senior vice president, said "… even as print circulation declines, Americans are actually consuming as much news as ever… it’s just being consumed across more media," said. "The Internet has become an essential channel in the way the majority of Americans consume news content today… 3 out of 5 Internet users read newspapers online each month… as advertising rates for digital move closer… (to) traditional media, the economics of the news business… look(s) a lot more promising."

The study shows that among the top site categories where display ads appeared in April 2010, online newspapers accounted for 2.4% of impressions but a higher 6.7% of display advertising dollars. The average cost per thousand impressions (CPM) on online newspaper sites was $7, higher than each of the other top site categories and nearly three times the average CPM for the total U.S. Internet at $2.52.

New Media = New Way for Your Business to Reach Customers

Some interesting statistics were recently released that show just how critical it is for companies to have a strategy in place to interact with existing — and potential — customers online. What may have seemed like an added convenience in the past may be becoming a downright necessity for businesses hoping to develop a sound reputation. MediaPost writes:

A just-released study from Cone Inc. reports that among new-media users, a staggering 78% of them interact with companies or brands via new media sites and tools — up from 59% the year before. And these users are conversing with brands more often: Some 37% say they do so at least once a week — up from one in four when Cone did the study last year.

It’s not enough to simply have new media presences (although 95% of users expect it.) Increasingly, they are looking for companies and brands not just with Web sites (58%) and email (45%), but with involvement in social networks, such as Facebook and MySpace (30%) and online games (24%).

Surprisingly, given their loathing of pop-ups and other intrusive ad methods, 43% say they want to see companies advertise online, up from 25% last year. And women are especially enthusiastic about offers that include freebies, coupons or discounts (58%).

Perhaps the most intriguing part of Cone’s data, however, is that consumers strongly believe that new media is a two-way street, with 62% saying they can influence business decisions by voicing their opinions through new media.