Web readers can account for up to 15 percent of a newspaper’s audience, according to a recent study by Scarborough Research. The study analyzes the percentage of readers who only read the paper, readers who read both and readers who only read the Web version.
Check out the study [big PDF], a story from Editor & Publisher, Scarborough’s press release, highlights from PaidContent.org and a nice chart of the top 25 from Online News Squared.
E&P points out:
The research also bears out that audiences reading newspaper Web sites tend to be younger than those reading printed newspapers. Looking at some of the markets measured, The Tampa (Fla.) Tribune, for example, reaches 30% of adults 18-to-24 online while only 22% of that demo reads the print product.
Not surprising by any means, but still food for thought as far as how we present stories and market news sites.
While you’re at it, check out this story about the Audit Bureau of Circulations. They’re putting out what’s going to be called a Consolidated Media Report to track readership for newspaper sites.
[Via Online News Squared]