Newspapers enjoy internet marketing success

UK online newspaper titles attracted close to 95 million unique website visits during June, according to the Newspaper Marketing Agency (NMA).

Over one third (35.5 million) of these were unique visitors from the UK, while the rest heralded from across the globe, spending a grand total of 715 minutes on newspaper sites last month.

Most visits occurred during the lunchtime period, while weekday visits totalled 5.3 million, far outweighing weekend viewings.

This could significantly impact on the demographic targeting of digital marketing such as banner ads on newspaper websites.

Search engine optimisation (SEO) keywords seem to have played only a bit part in the online success though, with 95 of the top 100 search terms associated with a newspaper title, rather than specific news content.

Some 22 million of visits were direct traffic, accessed through users typing in a url or using a site favourites bookmark.

However, most users accessed the sites through the Google search engine, further underlining the web giant’s dominance of search engine marketing.