A newly released analysis of newspapers website audiences by Scarborough Research shows that the Fourth Estate is finally making some progress in terms of growing online "circulation." While it's not offsetting print readership, newspaper websites are having impact, and some of the gains are occurring among 18-34 year-olds, a demographic that wouldn't know a newsstand if they bumped into it.
- A commitment to localism
- Developing unique & interactive content
- Strong cross-promotion between the site & the print edition
Come to think of it, that's not a bad formula for another "old medium" - radio. We can learn a great deal from what newspapers have gone through. And their "way out" might just be a pathway that radio needs to pursue, too. As broadcast companies carve out their digital strategies, there are lessons in this Scarborough analysis that merit consideration.