"Study: Community Papers Have Loyal - But Few - Online Readers," Knight Digital Media Center, Jan. 11, 2011
Community newspaper readership is often said to be a bastion for print publishers amid newspaper readership declines overall, and a year-end survey of weeklies shows this reader loyalty extends online - to a point.
The study, conducted by the Reynolds Journalism Institute for the National Newspaper Association, found that when the readers of small town weeklies go online for local news they turn overwhelming to community papers’ sites rather than national online news outlets. More than half of community newspaper readers find local news on the local paper’s website, three times more than those who go to sites like Yahoo, MSN or Google, and double the number of visitors to local TV station sites.
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