Increasing unduplicated reach print and online is an effective way to build reach; yet:
- About half of print readers say the newspaper website is essentially the newspaper online
- More than four in 10 online users say the printed newspaper and website have about the same content
One result: lower readership and use of both. This is particularly true of younger adults, a vital audience if you are to build use of digital products.
Our suggestion: audit content on both products to ensure they are complementary not repetitive; then, promote these differences on each platform.
Future IMS Updates will discuss how to do this.