A new Nielsen/NetRatings study confirms what we've suspected all along: most online newspaper readers are loyal to their town's top paper. So, for example, among Chicago online readers, 21% opt for ChicagoTribune.com. It's like that in nine of the top ten largest U.S. markets.
Now, it's true that most newspapers haven't quite figured out yet how to monetize their Internet editions, but with the kind of numbers this study shows, it's just a matter of time before the revenue will materialize.
What does this mean for radio? For years, we've theorized that the same phenomenon would occur in our world. If you provide a stream of your signal online, why wouldn't web users in your town prefer your Internet station to AOL Radio, Yahoo!, and other so-called web stations?
The Internet's media usage growth is staggering. If your station has presence online, and you promote it, there's no reason why these Nielsen/NetRatings numbers won't translate to real revenue.