Marketers 'should target online news consumers'

14th March 2008

Heavy consumers of internet news are a prize for online marketing professionals, according to a new report.

The digital revolution means that more people are consuming news, comScore's latest research indicates - but these people are reportedly more likely to read current affairs content on the web.

Web news consumers are likely to be younger than their traditional news-based counterparts and they also tend to take in a greater volume of content across a variety of formats, it is claimed.

As such, advertisers should work to harness the spending potential of these highly valuable users, advises Jack Flanagan, executive vice-president with the digital world analyst.

"Just because print circulations are declining does not mean there are fewer news consumers. In fact, just the opposite is true," he says.

Mr Flanagan explains that news companies need to combine good-quality journalism with an effective approach to web design and search marketing.

The report follows another recent comScore article which suggested that heavy bloggers consume more news on the web than the average internet user.