ABC: Local Media Increases Online Audience by a Third

The local media industry has increased its monthly online audience by nearly a third over the past year, according yesterday’s (Wednesday) ABC figures.

Publishers recorded substantial year-on-year gains in average monthly web traffic for the period January to June, with Trinity Mirror showing the largest growth (55 per cent) in unique users across its network of regional newspaper websites.  

Trinity Mirror was closely followed by Midland News Association which recorded a 41 per cent lift and Newsquest which showed a 32 per cent lift.

Northcliffe recorded a 29 per cent boost while Iliffe saw a 23 per cent jump in unique users.  Kent Messenger web traffic was up by 21 per cent and Johnston Press’ by nine per cent. 

Georgina Harvey, Trinity Mirror Regionals managing director, said: “We are pleased with these results where for the third consecutive period we have seen an improving trend for the majority of our daily titles.

“Additionally, our online growth has been exceptional with our digital network now reaching an audience of over nine million, which is a year-on-year increase of 55 per cent.

“We continue to deliver highly-valuable audiences to our advertisers across print and online.”

Roger Green, managing director of digital media at Newsquest said: “The increase reflects the success of our group’s efforts in creating compelling content while making it easier than ever to find, as well as to share and to talk about through social media platforms such as Facebook and Twitter.”

“Although the PC is the principal platform for consumption and interaction with our media brands, there has been a notable increase in the use of smart phone and tablet devices.”

The number of visitors accessing the Newsquest network of websites using smart phones and tablets grew by more than 236 per cent in the six months ending June 2011 compared to the same six-month period in 2010, Newsquest said. 

• Local newspaper sites see 25% traffic growth in 2011 (Journalism.co.uk)