[eccr] Survey: Web Doesn't Affect Print Readership

Survey: Web Doesn't Affect Print Readership
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Newspaper web sites rarely affect delivery frequency of the print
edition, but have a positive impact on single-copy purchases, according
to the latest survey conducted by Belden Associates of Dallas.

Visitors to seven newspaper Web sites were surveyed online between May
and July, netting 13,952 responses. This is the sixth such survey
conducted by Belden, according to Greg Harmon, director of interactive
services, with different newspapers participating each time.

All six surveys have suggested that newspapers' online initiatives do
not cannibalize print subscriptions. Equal proportions of newspaper Web
site visitors stopped or started subscriptions, the survey found. In
single-copy sales, 15% of the online users bought more frequently since
visiting the site, while 6% bought less.

When asked about their print reading habits, 14% said they read print
newspapers more frequently since using the newspaper Web sites; 14% said
less. Harmon speculated that this "dead-wash" affect on print readership
might eventually swing in favor of online readership and negatively
effect single-copy print sales.

Overall, newspaper sites are drawing large audiences that don't read the
print edition; 47% had not read a copy of the site-sponsoring newspaper
in the previous week. And the online readers overwhelmingly report being
satisfied or completely satisfied (79%) with the newspaper sites. Almost
half said they used the sites four times or more in the last week.


Source: 
http://editorandpublisher.com/editorandpublisher/headlines/article_display.j
sp?vnu_content_id=1573445 - Editorandpublisher.com

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