Media Week features yet another report suggesting that online success supports print circulation rather than eats into it. "The study, by Starcom Motive, says that "on average, titles with websites attracting more than 100,000 monthly unique users enjoyed a sales increase of 5.4% between 1999 and 2001. Meanwhile, papers without a strong website saw print sales fall on average by 3.5%." The reason? "Good newspaper websites help shore up sales ... by building brand equity. The better the site, the greater the stature afforded to the brand." The study saw no correlation between circulation and advertising spend.
(From Media Week)
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