Comparing Web and print numbers

I made a couple of charts (sheets 1 and 2) comparing weekly print and online figures for a handful of large papers.

You can also see similar graphs here.

According to figures from Scarborough and the Audit Bureau of Circulations released this week:

The Atlanta Journal-Constitution beats the other papers in the group, with its Web numbers representing 37 percent of its print figures. The AJC is followed closely by the Arizona Republic, at 35 percent.

I did not include the largest papers, such as the NYT and WSJ.

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Published in: on November 10, 2007 at 9:29 pm  Comments (2)  
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2 CommentsLeave a comment

  1. Great info, Maurreen. Could you clarify the numbers? What do they represent? Reach for print or just single copy and subscribers? Page views for Web? Unique visitors? Thanks.

  2. Thanks, Michael. I should have found and added the more-clarifying info in the first place.

    These are readership numbers for both print and online. From the ABC: Print “readership is a measurement of total audience—or the average number of people who ‘read’ or “looked into” a newspaper in a given time frame.” Online “readership number is provided by Scarborough and is the total number of readers the Web site has within the defined market.”

    The data is for “DMAs” — “designated market area” as determined by Nielsen and originally intended to indicate television markets.

    I think I should have used the “NDM” — “newspaper designated market,” which includes at least 75 percent of the paid circulation.

    For more background, see FAQs from the ABC.


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