Newspaper Blogs Generate Traffic

If your local newspaper editors and reporters aren’t blogging yet, a new report suggests they should begin soon.

Newspaper blogs are rapidly building a following among the top 10 online newspapers, according to a Nielsen//NetRatings press release. Traffic to the newspaper blogs grew 210% between December 2005 and December 2006, while unique visits to blogs grew to 13% of total traffic. According to the study, 66% of newspaper blog readers are men.

The always-insightful Steve Rubel points out the changing dynamics of reporting and journalist/PR relationships. Stories are frequently published online and rewritten or expanded throughout the day until press deadlines. Journalists are beginning to use blogs to provide the story-behind-the-story, express personal views and publish “bonus” content cut from the printed edition. The new opportunities for dialogue are extensive and continuous.