An analysis by Scarborough Research found U.S. newspaper Web sites are attracting readers who do not necessarily read the printed publications. Audiences for newspaper Web sites tend to be younger than those of the traditional printed newspaper, demonstrating that younger adults are interested in and engaged with newspaper content, according to the Integrated Newspaper Audience, a measurement that combines the audience of the printed newspaper with the audience of their Web sites. The analysis found 28 percent of the readers of the printed Atlanta Journal-Constitution are between the ages of 18 and 34, but 38 percent of the Web site’s audience is in this key group for advertisers. © Copyright 2005 by United Press International

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