Eight in 10 adults 116 million are reading the newspaper over the course of a week, and one in three

1

• Eight in 10 adults (116 million) are reading
  the newspaper over the course of a week, and one
  in three Internet users (55 million) visit a
  newspaper Web site over the course of a month,
  according to the spring 2006 Newspaper Audience
  Database (NADbase) report.

2

• Unique visitors to newspaper Web sites jumped
  21 percent from January 2005 to December 2005,
  and page views increased by 43 percent over that
  same period.

3

• Newspaper Web sites increased the total
  newspaper audience, particularly among younger
  readers, attracting 14 percent more 25- to
  34-year-olds and 9 percent more 18- to
  24-year-olds.

4

• 78 percent of adults read a newspaper over the
  course of five weekdays and one Sunday, totaling
  more than 116 million adults out of the 149
  million who live in those markets.

5

• Seven out of 10 (69 percent) of 18- to 24-year
  olds in the top 50 markets are reading a
  newspaper during the course of a week.

6

• The profile of newspaper readers is upscale,
  with nearly two thirds (65.7 percent) of
  consumers with household incomes of 150,000 or
  more reading the newspaper on an average weekday,
  and more than seven in 10 (71.7 percent) reading
  the newspaper on an average Sunday.

7

• Data from Nielsen/ Net Ratings shows that
  unique visitors to newspaper Web sites in 2005
  represented on average more than one-third (46
  million) of all Internet users over the course of
  a month.

8

• In November 2005, newspaper Web sites reached
  more than one-third (55 million) of all Internet
  users.

9

• Newspapers own 11 of the top 25 national news
  and information Web sites, and locally,
  newspapers provide the dominant information site
  in most of the top 75 markets.

10

• The top 10 newspapers that have expanded their
  total reach through their Web sites, according to
  the spring 2006 NADbase, include

11
Newspaper Percent Increase in 25-34 Demographic

• The Desert Morning News (Salt Lake City) 48.9
• Daily Herald (Arlington Heights, Ill.) 46.3
• Tribune-Review (Pittsburgh) 42.8
• The Tampa Tribune 36.7