Bloggin', Bloggin', Bloggin, Keep Those Papers Bloggin'
Here's some rare good news for the newspaper industry: People are reading newspaper blogs.
A report out today from Nielsen/NetRatings, which monitors online use, shows that traffic to blogs at the 10 busiest online papers more than tripled in December 2006 compared to December 2005, from 1.2 million unique users to 3.8 million unique users.
Meanwhile, traffic to the rest of the Top 10 papers was up 9 percent year-over-year, from 27 million unique users to 30 million unique users. By comparison, average daily circulation at U.S. newspapers fell 2.8 percent during the six-month period ending in September, according to ABC.
As Post I.T. did not exist in December 2005 (except in my mind), we're not counted. But as the Brooklyn Dodgers fans used to say, "Wait 'til next year!"
Nielsen/NetRatings also found that traffic to online newspapers skews male (60/40), and traffic to newspaper blogs skews even more male (66/34).
Why is that? What are we not providing? Or are women just too busy to read blogs, and our audience is guys in dark basements with manifestos pinned to the wall, surrounded by empty pizza boxes and a multi-player online game? (Okay, okay. That's probably only a small percentage of our readers. And we love you!)
By the way, here's Nielsen's Top 10 online newspapers in terms of traffic:
5. SFGate.com (San Francisco Chronicle)
6. Boston.com (Boston Globe)
9. WSJ.com (Wall Street Journal)
10. NYDailynews.com (New York Daily News)
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