Is the online audience worth the investment?
As someone who has spent the past decade in the online biz, that question seems a little obvious to me.
In the Tuesday afternoon session at the NAA Martketing conference in Orlando there was a session devoted to the online audience for newspapers. Simple business model: you must be relevant to your customer and show value to your audience. And you must differentiate, show you are different from the competition.
According to Scarborough Research, newspaper Web site users shop more online and spend more when they do than from other not newspaper sites.
Here’s more: when newspaper sites shopped for items such as clothes or travel items like airline tickets, 3 of 4 actually followed through with the purchase.
Scarborough went further. Seven days of newspaper Web traffic were equal to 80 spots on radio. That’s reach for you.
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