Media News - Tuesday, December 11, 2007

Newspaper/Web readers more likely to be ‘influencers’

Newspaper Web site users, who also read the print editions, are 52 percent more likely to shape opinions about new products, technologies, and issues than those who use the Web without consulting newspapers, according to a new study (www.nnnlp.com) from the US Newspaper National Network (NNN). Crossover readers - adults who read newspaper Web sites and the print editions - tend to influence on average 18 people a week versus Web users who do not visit newspapers, who influence on average 13 people a week. The study, conducted by Millward Brown on behalf of the NNN, measures ‘influencers’ based on the MRI definition. Newspaper Web site users are also more likely to be asked their opinion on finance, 63 percent, fashion, 69 percent, and sports, 38 percent. Crossover adults are 82 percent more likely to be early adopters of new products and the latest technology compared to non-newspaper Web site readers. (Editor and Publisher)

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