Summary: According to a Newspaper Association of America study, newspaper web site traffic rose from 42.2 million unique visitors a month for the first half of 2005 to 55.5 million unique visitors for the first half of this year, up almost a third. The number of page views at online newspaper sites rose 52% during the same period. The rise in internet traffic is good news to newspaper publishers who been wrestling with advertisers who want to increase their presence in growing media outlets, such as the Internet. As print readership growth slows (or even declines), newspaper web sites are now driving the growth in readership at the newspapers. Print readership has been declining at The New York Times (NYSE:NYT), Gannett’s (NYSE:GCI) USA Today and Tribune’s (TRB) Chicago Tribune and Los Angeles Times. On the flip side, the increase in newspaper web site traffic is concentrated among younger readers. For example, www.washingtonpost.com (WPO) saw more than a 60% increase in readership among 25-34 year olds.
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Potentially impacted stocks and ETFs: Journal Communications (NYSE:JRN), Knight-Ridder (KRI), News Corp. (NASDAQ:NWS)
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