The first new-media survey conducted by the Newspaper Society has
revealed that three quarters of the regional press carry classified
advertising online and two in three carry sponsorship.
The analysis shows that regional press investment in the internet is
fairly new, with three quarters of sites being less than two years
Cross promotion is evident, with three quarters promoting their papers
online and 89 per cent promoting their websites in the papers.
Editorial content of the sites is devoted, unsurprisingly, to local news
and sport. The most popular online ad categories are recruitment and
property, which are carried by by 78 per cent of regional papers.
Entertainment listings are carried by 78 per cent of regional papers.
Local business-to-business ads are carried by 69 per cent.
However, only 38 per cent are engaged in e-commerce, only a third are
making a profit from their websites and half are generating less than
pounds 25,000 in revenue.
The most popular website belongs to the Belfast Telegraph, reflecting US
interest in Irish affairs, with half a million impressions per week.
This was followed by Adhunter, now known as This is Britain’s Fish4