Media Audit’in kardeş şirketi International Demogrpahics kurucularından Robert Jordan gazetelerle, kendi web sitelerinin sanılanın aksine tek medya olarak görüldüğünü söylüyor; “Gazetelerin web siteleri, gazetenin uzantısıdır. Basılı olan gazete kısmına ulaşan okuyucu sayısını arttırır. Ayrıca gazetelerin web siteleri gün boyunca güncellenir. Bu da gazetelerin televizyonların haber programları ile rekabet etmelerine ve son dakika bilgilerini okuyucularına ulaştırmalarına yarayan bir araç oluyor. Okuyucu ile ilişkileri güçlendiriyor”
Gerçi Media Audit found a decrease among the percentage of those who read the newspaper, the number of heavy users of the print medium increased. Radio exhibited the biggest decline during the measured period, but the results could indicate a shift from traditional radio to Internet broadcasts and satellite forms of the medium.
http://cyberatlas.internet.com/big_picture/traffic_patterns/article/0,,5931_3300281,00.html
Daily newspapers still rank higher than their Web counterparts for political news, according to a joint study from Pew Research Center for The People & The Press and Pew Internet & American Life Project. The report found that while 31 percent regularly get their candidate and campaign information from their daily newspaper, only 11 percent claimed that Web sites of news organizations, local newspapers and TV stations were their source. Another 17 percent said that they sometimes relied on the Web sites for political news.
The report revealed that the typical American who regularly read the daily newspaper for information on the political candidates and the campaign is a senior (45 percent), black (33 percent), college-educated (39 percent) male (33 percent), with an annual family income above $75,000 (41 percent). The average newspaper reader, according to the Pew study, identifies as a Democrat (37 percent) and is a registered voter (35 percent).
Those who regularly glean their information on the political candidates and the campaign from news or newspaper-related Web sites are also educated and higher-incomed minorities, but they are at the other end of the age spectrum at less than 30 years old.
Where print newspapers may be losing readers, according to research, is in the classified pages. Borrell Associates estimates that for every recruitment dollar newspapers will earn online in 2004, they’ve lost roughly four in print. Similarly, while The Media Audit found that 40 percent of those who regularly read newspaper employment ads also regularly visit Web classified job sites, only 14.9 percent of those who regularly visit Web classified job sites also regularly read newspaper employment ads.
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