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Local Newspaper Websites Dominate Metro Markets

According to the The Media Audit, local newspapers have the leading websites in 74 of the 81 metropolitan markets regularly surveyed. TV station websites have the largest audience in five markets and websites operated by a combination of TV station and local newspaper lead in two markets.

For several years The Media Audit data has shown the Washington Post to have the most successful “local” newspaper website among the markets surveyed. The Post is still number one with a rating of 40.5 percent, but now WRAL-TV, serving the Raleigh-Durham market, has succeeded in attracting 39.0 percent of the Raleigh real estate agents adults in its immediate market to its website.

“WRAL-TV, KUSA-TV in Denver, KXAS-TV in Dallas, KTHV-TV in Little Rock and some others make it clear that newspapers are not going to ‘automatically’ dominate any market. Like the www.record-eagle.com in the The Detroit News website leads with 16.9 but WDIV-TV attracts 16.1 percent.
Of the 898 websites surveyed (newspapers, alternative news weeklies like the Metro Times in Detroit) in the current report, 236 attracted 10 percent or more of the adults in their immediate market. Of the 236, 117 were TV stations. Only one newsweekly, The Austin Chronicle, attracted 10 percent or more.

Much like the Yellow Pages, Dialy newpapers print circulation is dwindling as consumers get their news and information without commercial interruptions.

Advertisiers are beginning to understand that their media mix needs to be revamped as traditional sales drivers like the Yellow Pages and the Thursday and Sunday newspaper just don't make the needle move like the old days.

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