Direct Marketing, Mail Order, and E-commerce News from the National Mail Order Association

----------------------------------------------------
A FIFTH OF ONLINE USERS WHO READ NEWSPAPERS NOW RELY PRIMARILY ON WEB EDITIONS,

A Greater Proportion of Men than Women Access their News Primarily Online.


NEW YORK- Nielsen//NetRatings, the global standard for Internet audience measurement
and analysis, reported today findings from the Nielsen//NetRatings @Plan Summer 2005 release
on online versus offline newspaper consumption. The research focused exclusively on Internet users
who consume newspapers and excluded online users who obtain their news from other online news
and information sources.   

The research shows that a significant 21 percent of Web users who read newspapers

have transferred their readership primarily to the online version, while a majority,

or 72 percent, of online users who consume newspapers primarily still access

print editions (see Table 1). Seven percent of online users who consume newspapers

split their time evenly between the online and offline editions. 

 

“A significant percentage of newspaper readers have transferred their preference

from print to online editions,” said Gerry Davidson, senior media analyst, Nielsen//NetRatings.

“Accordingly, many online editions now feature original content and have developed

an online strategy that includes online message boards and editorial blogs, which

leverage the medium's strengths of interactivity and immediacy.”

 

Table 1. Nielsen//NetRatings @Plan Online & Offline Newspaper Consumption

+---------------------------------------------------+------------------+

| Online/Offline Newspaper Consumption              |    Breakdown     |

+---------------------------------------------------+------------------+

| Primarily Print Newspaper Reading                 |       72%        |

| Primarily Online Newspaper Reading                |       21%        |

| Split Between Print & Online Newspaper Reading    |        7%        |

+---------------------------------------------------+------------------+

Source: Nielsen//NetRatings @Plan, Summer 2005 Release


Survey Question: Do you primarily read the newspaper online or offline?

Note: Percentages calculated from respondents who consumed either online or offline

newspapers, and excludes those who either did not respond or weren't sure.

 

A greater proportion of male readers than female readers access their newspapers

primarily online. Men who primarily read online newspapers make up 53 percent

of online readers while women comprise 47 percent. In comparison, women make

up 57 percent of those who read newspapers primarily in print.

 

NYTimes.com led the top five online newspapers with an audience of 11.3 million

unique visitors during May 2005, followed by USAToday.com with 9.2 million readers

and WashingtonPost.com with 7.4 million viewers (see Table 2). Rounding out the

top five were LATimes.com with 3.8 million and San Francisco Chronicle (SFGate.com)

with 3.4 million unique visitors.

 

“Not surprisingly, the top online newspapers tend to be located in metropolitan

cities where both population and broadband access rates are higher, which correlates

with greater Web page consumption,” said Davidson.

 

Table 2. Top 5 Newspaper Web sites (Non-aggregated Brands), May 2005, U.S., Home

& Work

+----------------------------+--------------------------+----------------+

| Newspaper Web site         |  Unique Audience (000)   |  Active Reach  |

+----------------------------+--------------------------+----------------+

| NYTimes.com                |          11,255          |      7.6%      |

| USATODAY.com               |          9,186           |      6.2%      |

| WashingtonPost.com         |          7,387           |      5.0%      |

| LA Times                   |          3,751           |      2.5%      |

| San Francisco Chronicle    |          3,421           |      2.3%      |

+----------------------------+--------------------------+----------------+

Source: Nielsen//NetRatings NetView, June 2005

----------------------------------------------------

Useful Direct Marketing and Mail Order Links.

Advertising- Bridal Market Advertising Guide

Advertising- Christian Market Advertising Guide

Advertising- Hispanic/Latino Market Advertising Guide

Advertising- Home Furnishing and Decor Advertising Guide

Advertising- Home Gardening Advertising Guide

Advertising- Parenting Market Advertising Guide

Advertising-Pet Market Advertising Guide

Advertising- Woman's Market Advertising Guide

Advertising- How to Create Great Small Business Advertising

 

Call Centers- Telephone Order Taking Services

 

Catalogs- Catalog and E-commerce Benchmarks

Catalogs- Directory of Mail Order Catalogs

Catalogs- Directory of Business to Business Catalogs

Catalogs- Top 150 Catalogs in the United States

 

Classified Advertising- How to Market using Classified Ads

 

Direct Mail- Copywriters and Creative Services Guide

Direct Mail- Directory of Major Direct Mailers

Direct Mail- Inside Direct Mail Newsletter

Direct Mail- Secrets of Successful Direct Mail

 

Direct Marketing- Direct Marketing Seminars and Events

Direct Marketing- Direct Marketing Statistics

Direct Marketing- Direct Marketing Response Rates

Direct Marketing- Direct Marketing Toolkit

 

Fulfillment- Warehouse and Order Fulfillment Centers

 

Mailing Lists- Direct Mail and E-mail Lists

 

Product Marketing- Promote your Product to Catalog and Direct Marketing Companies.

Product Marketing- Joe Cossman's Course for Marketing a Product

Product Marketing- How to Market a Product for Under $500

 

Start a Mail Order Business- Direct Marketing Toolkit

 

Wholesale and Drop Shipping- Professional Wholesale Resource Guide

 

Direct Marketing Bookstore

National Mail Order Association Home