05/04/2005 - The purpose of this market analysis is to identify the number of weekly newspapers that are prospects for websites and/or various website components. We provide source data from two respectable sources and data calculated directly from the source data. In addition, we provide a break down of the various components of a newspaper website and our best guess estimates of the percentage of weekly newspaper websites that use the components. The definition of a weekly newspaper is a newspaper that publishes up to 4 times a week. A daily newspaper publishes 5 times a week or more.

Source Data

Sources
1 http://www.naa.org/info/facts04/dailynewspapers.html
2 http://www.cem.ulaval.ca/CONC%83tatsUnis.pdf
3 http://www.naa.org/info/facts04/circulation-daily.html
4 http://www.naa.org/info/facts04/weeklynewspapers.html
5 http://www.naa.org/info/facts04/interactive.html

Calculated from Source data

Discussion and estimates

No definition of a website is provided in the source material. The following table represents our best guess estimates of the % of weekly newspaper websites that have specific components based on years of experience in selling newspaper hosting via telemarketing. Our selling method includes using a database of about 2,700 owners compiled from press association directories and an Editor and Publisher CDROM, both from the year 2000. The data is for weekly newspapers only.

Conclusion

The numbers of newspapers in the US that are prospects for websites first depends on which source you accept and hence the Low/High values provided. In fact, even the higher number of 8,000 could be low if you count the smallest newspapers. One of the best sources of information might be press association directories but not all newspapers belong to any press association. However, those newspapers that don't belong to some press association probably have a very small circulation, perhaps only a few hundred or less and therefore will be less likely to be economically viable. Many of these micro papers are hobbies.

If a newspaper does have a website they still are prospects for services. A newspaper can say they have a website if they simply have a domain "parked", we're guessing that 1% are doing just that, however, we don't know the details of the questions asked in the surveys that gathered the source data. The next level of a newspaper website is one that simply provides contact information. Some newspaper websites, in addition to contact information, provide a description of the newspaper that may include markets covered, history, and adverting/subscription rates. From there, some newspapers only put a few stories online each print issue and some have some news on their sites but slowed or stopped updating regularly.

It is our experience that few weekly newspaper websites put all their content online. Content includes News, Calendars, Directories, all their ROP (Display) ads, etc. One exception to this is where a newspaper puts the PDF files they use to print the paper online. Generally, this is considered sub standard when compared to HTML format because of difficulties in navigation for the user, the size of the files and other issues.

It would be useful to confirm the "guestimates" we've provided.