MarketingVox highlighted a recent study by Scarborough Research of the top 25 newspaper markets that indicated the “web only” readership to be as high as 15%. Of these, predictably, were high levels of the 18-34 year old market. The study also demonstrated that papers with a “national” scale (NYT, WSJ, etc) did better than other regional markets - unless those regional markets focus very hard on integrating their content. It makes sense, as the regional papers highlighted for being well trafficked tended to have more content online- like the Tampa Tribune. Ideally, it would be great to see other local markets (I’m not naming names) offer more in depth online content as well.