September 2001

Survey Shows Positive Effect of Newspaper Web Sites

The second Sales and Web Site Survey for newspapers is complete. Survey data were collected from eight different newspaper sites ranging in size from three top-thirty markets (including major markets in Pennsylvania and California) to several smaller markets in the Northwest.

Results from the survey include data from over 15,000 online interviews conducted in June 2001. The second round survey confirmed earlier discoveries as well as provided new insights. Among the more important findings:

Data suggest sites are having a small, but positive effect on single copy and circulation sales, as well as, readership.

With two rounds of surveys and over 23,000 interviews, this is a significant "suggestion". While somewhat counter-intuitive, the focus should now be to capitalize on the fact; not, "Is that right?"

At the very least, advantage should be taken of definite cross-promotional opportunities.



For our second round Sales and Site Survey, several questions were included about registration and "pay for content"...as one participant stated, "...we now have INFORMATION, not speculation."

Visitors are willing to get log in names and passwords for sites (62 percent).

Visitors are less willing to provide detailed registration information, but still generally willing to exchange limited personal information for access.

Visitors are highly opposed to paying for content, with only five percent willing to pay for most kinds of special content.

With such a small, but real percentage willing to pay, the goal must be to identify who they are and what they'll pay for? Which leads to one of the critical themes that resonates in every Belden project: AUDIENCE.

Newspaper (on and offline) audiences have a true, sustainable competitive advantage. No other medium - and, often not even combinations of media - come close. Yet, to leverage this HUGE lead, we must understand, segment, target, slice/dice and then deliver our audience in ways both advertisers and readers want.

If not doing so already, start preparations...we'd love to help.

Expect Round Three of the Sales and Site Survey to be fielded in early September. Plus, be on the lookout for an expanded suite of Belden tools supporting newspaper Internet initiatives this fall.

For more information about the Sales and Web Site Survey from Belden Associates and AR&D/Interactive, please contact Sammy Papert at samiii@beldenassociates.com or 214-640-3103, or Greg Harmon at gharmon@beldenassociates.com or 214-640-3217.