Newspaper article The Chronicle (Toowoomba, Australia)

Newspapers Power Ahead in Online Era

Newspaper article The Chronicle (Toowoomba, Australia)

Newspapers Power Ahead in Online Era

Article excerpt

NEWSPAPERS have become stronger and more relevant in the digital age with newspaper websites complementing print editions and enhancing the relationship between newspaper brands and their readers.

These were among the findings of part two of the landmark Newspapers Today study.

In addition, the online era has seen newspapers and their websites evolve to become highly respected, multi-dimensional brands that readers regard as even more absorbing, dynamic and reputable than they did two years ago.

Newspapers Today Part 2 Print and Online is the second report in the Newspapers Today research series, and is the first study to explore how consumers relate to newspapers in their printed and online forms. It was commissioned by the newspaper industry's marketing body The Newspaper Works, and conducted by Celsius Research, Newspapers Today.

This second wave in the series used the same methodology as Newspapers Today Part 1, which was released in 2008.

Newspapers Today Part 2 has found that far from losing relevance with readers in the past two years, newspapers and their websites have in fact strengthened their position since the original study. This is shown in sharply improved responses to questions about the three key newspaper brand attributes - absorbing, dynamic and reputable - that define newspapers' positioning.

Commenting on the Newspapers Today Part 2 findings, The Newspaper Works chief executive officer Tony Hale said that newspapers and their websites played distinct roles in the eyes of consumers and were being used for different purposes and needs.

"Printed newspapers are about relaxation and taking time out to concentrate whereas newspaper websites are about being up-to-the-minute and scratching that news 'itch'," Mr Hale said. …

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