Newspaper circulations boosted by web presence, French audit association finds

Local newspapers with web sites have healthier circulation figures than those without, according to new research from France.

A study of print circulation results for 236 members of the French Circulation Audit Association (www.ojd.com) showed that papers with web sites outperformed their siteless peers in the first half of 2001.

The report, from editorial consultancy Pressflex, says: "While conventional wisdom suggests that newspaper websites cannibalise print circulation, this analysis shows no such effect. These French figures validate previous US readership surveys that suggest newspaper web sites generate significant marketing benefits. Newspapers with weak circulation can cross the internet off their list of suspected culprits."

Between 1999 and 2001 - a period when French internet usage soared - the average French regional daily paper without a web site lost 0.88 per cent of its circulation. Those with sites lost just 0.27 per cent.

The average weekly French newspaper with a site increased circulation by 1.2 per cent during this period, versus an increase of just 0.96 for those without sites.

The report says: "A fully indexed web site of a small newspaper with a circulation of 10,000 can bring in an extra 10,000 visitors per month. The site can become a new point of sale for the paper's current subscriptions, special publications and prior issues.

"A site's contribution to the newspaper community's 'news culture' increases the likelihood that people will buy the paper. A site with forums, questionnaires or polls can connect with the readership in new ways. It also brings feedback, letters to the editor, and some local 'buzz'.

"The significance of this revenue stream is expected to increase as micropayment technology becomes mainstream, net users get more comfortable making online payments, and the Euro makes cross-border shopping more popular across Europe."

www.pressflex.com/FrenchCirculation

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