A new study by the Readership Institute at Northwestern University shows that newspaper Web sites aren’t getting as much traffic as expected. The study, which took the pulse of 3,072 adults in 100 markets, found that 62% of respondents have never visited their local newspaper’s Web site and just 14% said they had visited between the last seven to 30 days. What’s more, respondents said they were more engaged with print than with the Web site. Ratings for four experiences, including “ad usefulness,” were significantly higher for the newspaper than the Web site.
