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Surprise! Study Finds Web Users Also like Dead-Tree Editions

Magazine article Editor & Publisher

Surprise! Study Finds Web Users Also like Dead-Tree Editions

Article excerpt

It may shock some to learn that frequent newspaper Web site readers regularly read the print edition too, according to a new study from the Newspaper National Network (NNN).

A telephone survey of adults who said they visited an online newspaper in the past seven days found that "crossover" users -- adults who read both print and online newspapers -- make up the largest segment. Eighty-one percent of newspaper Web site users said they also read the print edition in the last seven days.

"We were surprised by how high the crossover is," said Jason Klein, president and CEO of the NNN.

Crossover readers aren't reducing the time spent with the newspaper either. Fifty-two percent of those surveyed revealed they have maintained the combined time reading either the Web site or the print edition; 35% said they actually increased their time with both products. Only 12% of crossover readers said they have decreased their time spent with either print or online newspapers. "When you go through the research," Klein said, you find that "people are involved in both" products. …

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