Newspaper website traffic increases in fourth quarter

Arlington, Va.—Newspaper websites in the fourth quarter of 2011 averaged more than 111 million monthly unique visitors, according to an analysis of comScore data by the Newspaper Association of America. The monthly figure represented an increase of almost 6% over the year-earlier period.

The data also show that 63% of all adult Internet users visit newspaper websites. “The comScore data for 2011 demonstrate the growing appeal of newspapers' online content—particularly for engaged, informed and affluent users whom advertisers, especially those buying political advertising in an election year, seek to reach,” said Caroline Little, NAA president-CEO, in a statement.