Market Intelligence: Newspapers’ Combined Online and Print Reach

What increases Print and Online Readership?

How much audience duplication is there between a newspapers’ print and online versions? “I believe the audiences are completely different.,” says Orlando Nieves, general manager at Centro Tampa, The Tampa Tribune’s Hispanic venture. “Our website was never meant to be an online version of the newspaper.  We launched it as a tool to stay informed on what's happening back home. Therefore, it has more Latin American content, while the newspaper concentrates more on local stories and what's happening here. The length of stories are different and so is the selection of content. We see online as a complement to traditional print media. Even the advertising needs to be different in order for it to be relevant within the media being used.”

However, for most newspaper websites duplication in audience between print and online versions is very high, a recent Scarborough Research study suggests.

 “There is an enormous amount of duplication between print and online readers,” Gary Meo, SVP of print and digital media services at Scarborough Research, tells Portada.

Scarborough Research recently published a report about the combined print and online penetration of major newspapers in the top 50 U.S. markets. “On average, there is a very small percentage of people that read the newspaper solely online,” Meo notes.

According to a recent study, on average, only 6% of a newspaper’s audience is online exclusively; approximately 80% is print exclusive, while 14% of the total audience (and 70% of the online audience), reads both the newspaper and the publications website.

According to Meo, this also means that print’s reach is much higher. Print provides the most of the reach,” he notes.  “Anyone who says that print is dead is dead-wrong.”

This is even more the case for Hispanic newspaper print and online properties.

 

 

Factors

High Newspaper Audience Rating (print)

-Age

- Income

- Education

-Cold Weather Markets (e.g. Northeast tend to have higher readership than warm weather markets, e.g. Southern California).
- Small communities with little media competition

Online Readership

-Similar to print (education and income)
- Young
- Internet-savvy
- Predominance of High-Tech employment opportunities

Low duplication between Print and Online

- Uniqueness of content (e.g. Sports).

- Leadership in Global/Financial News (e.g. New York Times, The Wall Street Journal)

- Strong verticals (Politics, Washington websites, Automotive, Detroit).

- Travel Destination (Orlando Sentinel’s website gets many visitors from out of Orlando)

- Large population of Emmigrants (Latin American websites)

Source: Scarborough and Portada

 

Miami: El Nuevo Herald reaches 27% of Miami Hispanics in print and online

 

Reach over Total Miami Population

 

Reach over Miami Hispanic Population

 

 

Total %

Race/Hispanic

Total %

Total

100

Hispanic

100

Daily newspapers

 

Daily newspapers

 

El Nuevo Herald

6

El Nuevo Herald

14

Diario Las Américas

2

Diario Las Américas

3

Sunday newspapers

 

Sunday newspapers

 

El Nuevo Herald

7

El Nuevo Herald

15

Diario Las Américas

2

Diario Las Américas

4

Websites visited past 7 days

 

Websites visited past 7 days

 

ElNuevoHerald.com

2

ElNuevoHerald.com

3

ElSentinel.com

*

ElSentinel.com

*

LaPalmaInteractivo.com

*

LaPalmaInteractivo.com

*

Weekly Print Audience

 

Weekly Print Audience

 

Diario Las Americas

4

Diario Las Americas

9

El Nuevo Herald

13

El Nuevo Herald

26

Combined Print and Online Audience

 

Combined Print and Online Audience

 

El Nuevo Herald

13

El Nuevo Herald

27

 

 

 

 

Note: * means below 1%

 

 

 

Source: Scarborough Research

 

 

 

 
Scarborough Research interviewed more than 4,000 consumers between August 2006 and July 2007 in the Miami DMA and asked them which Hispanic newspaper or Hispanic newspaper website they had read during the last 7 days. One of the results of the study is that 13% of Miami adults have read/looked into El Nuevo Herald or have visited the website within the past week. When only the Hispanic Market is taken into account, it turns out that 27% of Miami’s Hispanics had read El Nuevo Herald or visited its website during the past week.


Los Angeles
: La Opinion reaches 22% of the Hispanic market

 

Reach Over Total Los Angeles Population Population

Reach over Los Angeles Hispanic Population

 

Total %

 

Total %

Total

100

Hispanic

100

Daily newspapers

 

Daily newspapers

 

La Opinion

4

La Opinion

10

Hoy

 

1

Hoy

4

Sunday newspapers

 

Sunday newspapers

 

La Opinion

3

La Opinion

8

Websites visited past 7 days

 

Websites visited past 7 days

 

LaOpinion.com

*

LaOpinion.com

2

Weekly Print Audience

 

Weekly Print Audience

 

La Opinion

9

La Opinion

22

Combined Print and Online Audience

 

Combined Print and Online Audience

 

La Opinion

9

La Opinion

22

Source: Scarborough Research

Note: * means below 1%

For the Los Angeles market, the Scarborough study shows that the two Los Angeles daily newspapers have reach of 4% (La Opinion), and 1% (Hoy), of the total population. For the Hispanic population, the ratios climb to 4% and 10%, respectively. By adding Sunday Newspaper audience and La Opinion.com audience, La Opinion reaches 9% of the overall population and 22% of the Hispanic population.


New York
:
El Diario / La Prensa reaches 23 % of the Hispanic market

 

Total

100

Hispanic

100

Daily newspapers

 

Daily newspapers

 

El Diario/La Prensa

2

El Diario/La Prensa

11

Hoy

1

Hoy

7

Sunday newspapers

 

Sunday newspapers

 

El Diario/La Prensa

2

El Diario/La Prensa

8

Websites visited past 7 days

 

Websites visited past 7 days

 

ElDiarioNY.com

*

ElDiarioNY.com

1

Weekly Print Audience

 

Weekly Print Audience

 

El Diario/La Prensa

4

El Diario/La Prensa

22

Combined Print and Online Audience

 

Combined Print and Online Audience

 

El Diario / La Prensa

5

El Diario / La Prensa

23

Note: * means below 1%

Source: Scarborough Research

In the New York market, Hoy and El Diario/La Prensa reach 11% and 7% of the Hispanic population. As both newspapers are now owned by Impremedia it would be interesting to know how much the combined of both properties is (the unduplicated reach).

23% of New York adults have read / looked at El Diario /La prensa or have visited the website within the past week


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