In a new local market study, it was found that TV sites are gaining ground on newspaper sites with online visitors. The study was conducted across 85 markets in the U.S.
While the study included some Web sites that combined newspaper and television reach, a large number of the top visited sites were stand-alone TV station sites.
The results come from a 2006 surveys of 85 U.S. markets that tracked past 30-day visitors on either the daily newspaper or TV station site.
The top ranked site, as far as reaching the percentage of the local population, was TV station WRAL-TV in Raleigh-Durham, North Carolina. The site reached 45.8 percent of adults 18 and older, or 474,100 people on average visit the site monthly.
For newspapers Web sites alone, the top visited site was Washingtonpost.com, which had a 43.4 percent reach with adults over the age of 18. When combined with the print edition, the newspaper covers 81 percent of the Washington, D.C. market.
I've been talking for awhile on the quiet, local revolution going on, and this is just the beginning. There will be much more targeted success locally, but we won't hear as much about it because the scale reached won't be as attractive to writers and reporters as all the big deals being made.
That won't take away from the reality of the growing local Internet market business that has enormous potential and much less competition than those attempting national and international reach.
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