1.
Indispensable?

2.
Average Total Page Views
News & Information Category
Source: Nielsen//NetRatings NetView

3.
Classification A: What is your gender? -- Q. B: What is your age group? – SES = Socio-Economic Status (based on income, education, occupation)
Source: Online Publishers Association, Brand Affinity Study, Spring 2004
Male
54%
Female
46%
Overall Sample Demographics
DK/NA
1%
Low
8%
High
46%
Middle
45%
Gender Age
SES

4.
Q. 30(A-J): Compare SITE and OFFLINE PROPERTY. Which of the two is…? BASE: Those who use offline property frequently/occasionally.
Source: Online Publishers Association, Brand Affinity Study, Spring 2004
More useful
Faster to find what
you are looking for
Easier to use
Playing a more
important role in
your day
More informative
Online Properties Offer Functional Advantages…

5.
Q. 32: Overall, if both SITE and OFFLINE PROPERTY were available to you at the same time at the same place, which one would you prefer to use?
BASE: Total sample (N=25,852)
Source: Online Publishers Association, Brand Affinity Study, Spring 2004
Overall, Slight Majority Prefers
Online Over Offline
Prefer offline
property
(45%)
Prefer Web
site
(55%)

6.
Offline Use FrequentInfrequent
Segments Based On Online/Offline Brand Usage Frequency
BASE: Total sample (N=25,852)
Definitions: Frequent online use = Several times a week or more (Q. 3). Infrequent online use = several times a month or less (Q. 3).
Frequent offline use = frequently/occasionally (Q. 20). Infrequent offline use = rarely/never (Q. 20).
Source: Online Publishers Association, Brand Affinity Study, Spring 2004
Onliners
Dabblers
OnlineUse
Frequent
Infrequent
Multi
Channelers
Offliners
29%
8%
51%
13%

7.
Gender: 34% male,
66% female
Age: 30% age 18-34,
70% age 35-54
Gender: 53% female,
47% male
Age: 35% age 18-34,
65% age 35-54
Gender: 51% male,
49% female
Age: 33% age 18-34,
67% age 35-54
Gender: 70% male
30% female
Age: 40% age 18-34,
60% age 35-54
OnlineUse
Frequent
Infrequent
Offline Use FrequentInfrequent
Segment Profiles
Multi Channelers
OfflinersDabblers
Onliners
Source: Online Publishers Association, Brand Affinity Study, Spring 2004

8.
Strongly
agree
Agree
somewhat
Neither agree
nor disagree
Disagree
somewhat
Disagree
strongly
I conduct more product research online than I would
be able to offline
54% 33% 8% 3% 2%
I connect and keep in touch with people online I
would not be able to connect with offline
42% 34% 11% 8% 5%
Sometimes I spend more time online than I planned
to
41% 43% 10% 5% 2%
I track financial/investment activities online more
easily than I could offline
31% 23% 26% 10% 11%
I am better informed in making health/medical
decisions because I research these issues online
30% 36% 22% 8% 5%
I keep current on news events online more than I
would be able to offline
30% 33% 19% 12% 7%
I often purchase things online that I would not have
the time to purchase offline.
29% 35% 16% 12% 8%
I feel more at risk conducting transactions online
than offline
12% 29% 23% 25% 13%
I plan my personal and social activities online during
the weekday when I otherwise would not
5% 16% 30% 24% 25%
• Adults with Internet access at work say nearly every major category of transaction and research is made
simpler online.
 Nearly two-thirds agree that they keep current on news events more online than they would without Internet access.
Source: Netratings/WPNI: Working Women Online, Spring 2004 (Results shown above are from entire sample – male and female.)
Benefits of Online Activity

9.
% Of Internet Users Who
Are 'Very Interested'
Breaking News 64%
Brief overview of world news 55%
World news and developments 54%
Politics and political coverage 28%
General info/links to other sites 24%
In depth analysis 23%
Opinion and editorials 12%
Recognized columnists/reporters 11%
Source: AdWorks National Segmentation Study, Summer 2003
• More than half of all active Internet users say that they read news on the Internet. Among
those who indicate an interest in online news, there are varying levels of interest by specific
category of news.
 General breaking news is widely sought after, with nearly two-thirds of online news
readers indicating that they are ‘very interested’ in the genre.
 In-depth analysis and editorial/opinion pieces are much less appealing to a mass
audience – less than 25% of online news readers indicate strong interest in these areas.
Interest in Specific Types of News

10.
Attributes of a Good News and Information Site
Source: M&RR Local Market Segmentation Study, Spring, 2004 (Results above refer to LOCAL Web users only.)
• Community and transactional features draw more limited interest among local online
news readers than do general news topics such as international news or political
coverage.
 Less than 20% of local news users feel it is important for a news Web site to allow
you to buy and sell merchandise.
 Video and audio features are not widely viewed as essential for a news Web site,
although use of these features has grown steadily over the years.
% of Local Web Users who
Think Attribute Is Important
Offers widespread sports coverage 26%
Has recognizable columnists or writers 24%
Helps you plan your leisure time 23%
Incorporates video and audio throughout 22%
Helps you feel connected to others and part of a community 21%
Allows you to buy and sell merchandise 12%

11.
It’s Still About Journalism
• Continuous News
• Use the Medium
• Be More than the Paper

12.
Is There a Business Here?
• Advertising
• Registration
• Subscription Model
• What about Google and Yahoo (Overture)