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IMS UPDATE

Our thoughts and ideas in one place

If Your Newspaper & Website Aren’t Working Together, They’re Not Working

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.