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). |
Online Readership |
-Similar to print (education and income) |
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