High Crossover Readership Reported

Frequent newspaper Web site readers regularly also read the print edition, according to a new study from the Newspaper National Network (NNN) in the United States.

More than 80 percent of respondents to a recent phone survey were ‘crossover’ readers – adults who had read both print and online editions of the same newspaper during the previous week. Almost 90 percent said they had either maintained or increased the amount of time devoted to reading one or both products. Most also reported strong affinity for both the print and online versions, according to the study.

Among Web-only readers, 84 percent said they accessed the online paper for local news.

The NNN is a marketing partnership of the top 24 U.S. newspaper companies and the Newspaper Association of America. A press release and a PowerPoint version of the findings are available for download from the NNN’s Web site at www.nnnlp.com.