• by Jack Loechner , Staff Writer @mp_research, June 25, 2009

According to a recent report by The Media Audit, in the past three years, the average U.S. adult has nearly doubled their daily use of the Internet as the average U.S. adult spent 2.1 hours per day online in 2006, compared to 3.8 hours in 2008, an 81% increase over three years.  As a result, the Internet now represents 32.5% of the typical "media day" for all U.S. adults when compared to daily exposure to newspaper, radio, TV and outdoor advertising.  

Even those who are considered heavy newspaper readers spend about as much time online today as the typical U.S. adult. According to the report, heavy newspaper readers, those who spend more than an hour per day reading, currently spend 3.7 hours per day online.  In 2006 the Internet represented only 18.4% of a heavy newspaper reader's "media day," but today it represents 28.4%.

 The report further reveals that seven daily newspapers have achieved a net unduplicated reach of 80% or more when the past 30-day website visitor figure is combined with the past month print readership figure. Among these newspapers are the:

• New Orleans Times Picayune with a total unduplicated reach of 85.8%
• San Antonio Express-News (80.6%)
• Post-Standard in Syracuse (84%)
• Buffalo News (83.3%)
• Democrat & Chronicle in Rochester (80.9%)
• Peoria Journal Star (80.4%)
• Omaha World Herald (82.2%)

In addition, a new ranking by The Media Audit reveals that among the more than 100 daily newspapers measured in the U.S. across 88 markets, New Orleans' nola.com is the top daily newspaper website based on the percent of adults within a metro area who have visited a daily newspaper website in the past 30 days.

According to the data, the website reaches 50.4% of the more than 800,000 adults who live in the New Orleans metro area. The figure represents 422,354 unique monthly visitors. The website audience, when combined with the Times Picayune's monthly print readership figures, represents 85.8% total unduplicated reach among adults 18+ in New Orleans for the Advance Publications, Inc. owned newspaper.   

 San Antonio Express News' mysa.com tied nola.com with a 50.4% rating, however, the unduplicated reach for the website audience and print readership was 80.6% compared to the Picayune's 85.8%. Washingtonpost.com ranked third.

 Rounding out the top ten daily newspaper websites is Ann Arbor News' mlive.com, followed by the Atlanta Journal Constitution's ajc.com, The Post-Standard's syracuse.com,  Indianapolis Star's indystar.com, Birmingham News' al.com, Virginian-Pilot's hamptonroads.com/pilotonline.com, and Reno Gazette-Journal's rgj.com.

Top Ten Daily US Newspapers (% of Adults Within Metro Area Visiting)
Media	Read Past Month		Media Website	Visited Past Month		Total Unduplicated Net Reach
	Persons	Rating		Persons	Rating	Persons	Rating
Times - Picayune	633,131	75.6	Nola.Com	422,354	50.4	718,443	85.8
San Antonio Express - News	935,813	64.7	Mysa.Com	729,347	50.4	1,165,318	80.6
Washington Post	2,538,089	66.9	Washingtonpost.Com	1,576,931	41.6	2,926,282	77.1
Ann Arbor News	169,970	62.4	Mlive.Com	113,066	41.5	202,012	74.1
Atlanta Journal Constitution	2,026,172	52.8	Ajc.Com	1,572,397	41.0	2,548,905	66.4
The Post-Standard	393,708	78.9	Syracuse.Com	203,173	40.7	423,696	84.9
Indianapolis Star	827,179	68.6	Indystar.Com	481,824	39.9	938,412	77.8
Birmingham News	519,804	64.9	Al.Com	318,595	39.8	612,476	76.5
Virginian - Pilot	578,594	48.6	Hamptonroads/Pilotonline.Com	467,859	39.3	753,799	63.3
Reno Gazette - Journal	181,972	52.0	Rgj.Com	136,635	39.0	213,589	61.0
Source: The Media Audit, May 2009

 Bob Jordan, President of The Media Audit concludes that, "Daily newspapers were the first to embrace a multi-platform distribution strategy amidst a period when consumers were spending more and more time with the Internet. And as a result, newspapers followed the way of the consumer. By doing so, they have broadened their reach to include younger consumers. And these consumers are buying new cars and driving sales for retailers who represent a significant portion of the newspaper industry's revenue... " 

For more information about this report, or to obtain a copy of the Daily Newspaper Reach Analysis, please visit the Media Audit here.