Friday, February 26, 2010

Survey Shows Newspaper Web Sites Tops for Local Info

A new survey shows more people prefer to log in" for their news than read a paper. Jennifer Saba of the Editor & Publisher journal explains.

More people go to newspapers Web sites for complete local information than any other source, according to a new survey from the Newspaper Association of America and comScore. Of the more than 3,000 adults surveyed, 57% chose newspaper Web sites as the top source for local information.

The survey was conducted by comScore in November 2009 and is based on a nationally representative sample of adults who use Web sites within the comScore panel.

"While newspaper Web sites often face dozens of competitors touting their own local offerings in any given market, they have been able to thrive by leveraging trusted brands and strong local content to appeal to consumers and advertisers alike," John Sturm, president and CEO of the NAA, said in a statement.

However, the survey reveals that the competition is moving in. While 57% of identified newspapers as the top source of local information, 54% cited online portals while 53% went with local TV web sites.

The respondents also rely more on portals for local information (31%) followed by local newspaper Web sites (23%)and local TV Web sites (22%).

Newspapers have a tiny lead when it comes to being the most trust worthy local source. Thirty-three percent said newspaper sites while 32% said local TV Web sties. The source used most often by respondents by content type? Newspaper Web sites had only 30% of the vote for local news versus 31% for local TV sites.

Newspaper Web sites bested other sources for local classifieds: 39% of respondents look to newspapers Web sites for that category -- far and away more than the next source, specialty Web sites at 14%.

Even when asked which source is most credible for local news, 35% said newspapers. Thirty-two percent said local TV. Newspapers easily won that contest with classifieds: 43% of those surveyed said newspapers are the most credible source for classifieds.

On the advertising front, more people trust newspaper Web sites -- 36% -- than any other source including local TV (23%).

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