Internet 'extends the reach of news'

Category: Internet Technology

March 14th 08, 09:06

The internet is extending the readership of online news to encompass demographics that do not tend to read print newspapers, a new report asserts.

Non-print newspaper readers tend to consumer more online news than people who read traditional current affairs information, comScore's latest research shows.

These heavy internet news consumers tend to be younger than their print-based counterparts, which the analyst's executive vice-president Jack Flanagan claims is evidence of traditional news' decline.

"Just because print circulations are declining does not mean there are fewer news consumers. In fact, just the opposite is true," he says.

And online current affairs consumers are "particularly important" for search marketers to reach as they take in more content across print, TV and internet news brands, remarks Mr Flanagan.

Companies that integrate good-quality journalism with a sophisticated online strategy are those most likely to thrive in the coming years, he states.

Meanwhile, another recent comScore report found that bloggers are more likely than the average web user to consume news in cyberspace.

This news story was brought to you by Bluhalo, a leading UK digital agency.

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