Print is still king: Only 3 percent of newspaper reading happens online » Nieman Journalism Lab
Nieman Lab article on how the online only has a tiny share of newspaper readership
Could this be true?
Some heavy math on how most newspaper reading is still done in print. And why online revenue is only 10 per cent of print. Interesting...
So, U. S. daily newspapers deliver a total of 90.3 billion page impressions per month, print and online. The online share of these page is only 3.5 percent — 96.5 percent of page impressions delivered by newspapers are in print.
I want to emphasize that this analysis was limited to newspapers and newspaper sites as input to that industry’s ongoing search for business models that work. Any individual newspaper or newspaper group has at their command internal data to repeat this analysis more accurately for themselves, and I’d encourage them to do so. There has been a tendency in the industry to inflate the significance of unique visitors. As noted by Josh Benton in the comments, 100,000 monthly unique visitors on the site is not nearly the same as 100,000 print subscribers, but you can find such statistics conflated into equivalence on everything from ad sales materials to 10-K reports. What the industry really needs to do is to develop a valid, independently-audited measure of audience attention. Who knows, it might even help them sell some print advertising.