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The Seattle Post-Intelligencer which went online only in mid March saw its web traffic sink like a stone since the demise of the print edition.
From E & P
NEW YORK Maybe print does drive online readership.
The Seattle Post-Intelligencer, which published its last edition on March 17, was knocked off the list of top 30 newspaper Web sites in March, according to the latest figures form Nielsen Online.
Seattlepi.com fell to No. 32 with 1.4 million unique users, down 23% compared to March 2008. In February, the site was ahead of its then-joint operating agreement sister The Seattle Times. Seattlepi.com had 1.8 million uniques, while the Seattle Times had 1.5 million in February.
The Seattle Times picked up online readers as well. In March, the site recorded year-over-year growth of 70% to 2.2 million uniques.
Online-only newspaper readership is still very low in the United States. According to Scarborough Research, the number of adults who have read newspapers online-only during the week is 4%. Scarborough measures the top 81 markets in the U.S. but they said it was a fairly close approximately to national online-only-readership.
Overall, three-quarters of the top 30 online newspapers experienced double-digit growth in March year-over-year. The New York Times still leads the list and was up 7%. Yet today it reports that its online ad revenue in the 1Q sank about 8%.
As the NY Times has shown increased traffic doesn’t necessarily lead to increased revenues. The drop off in the P-I’s web traffic is an ominous sign for online only models. Management probably expected some falloff in numbers but I doubt they predicted this steep one month decline. If they keep losing readers at this pace the online edition will also become extinct in no time.
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About the author
Don Irvine is Chairman of Accuracy in Media. He is active on Facebook and Twitter. You can follow him @donirvine to read his latest thoughts.
Younger people today DO NOT READ (and a LOT of them can’t read beyond elementary or early middle-school levels). They have a minuscule attention span – want instant and superficial gratification – preferably provided by a short-and-sweet sound-bite video – or maybe a quick audio clip in a pinch – or, as a last resort, in an instant message in text-ese.
That’s it. No newspaper. No magazine. DEFINITELY no books.
Chalk it up to the influence of MTV and video games.