The transition for newspapers from print to online is incomplete, and possibly unsuccessful. But online newspapers have definitely gained momentum, with usage up 11 percent from last year, according to Nielsen/NetRatings. At the same time, the Audit Bureau of Circulation reports that print circulation dropped about 2 points.
Nielsen VP of Analytics Charles Buchwalter told The Local Onliner that one driver of newspaper sites, and other news sites, is the rise of RSS news feeds. The ability to add newspaper feeds means that people are accessing more newspapers, more often, said Buchwalter – even though RSS has “not penetrated significantly” at this point.
Beside RSS, another reason for the jump in usage is that people are accessing newspaper websites from several computers – although Nielsen tries to count them as one user, said Buchwalter. “It’s a tremendous part of it.” A third reason is that many newspapers are simply doing a better job of driving traffic – and getting credit for it. “The Washington Post is doing a very good job with their data analytics and their continuity links,” he said. More details follow.