comScore: The New York Times – Top Online Newspaper in U.S in May

The New York Times occupied the 1st position in May in the top of the U.S. online newspapers groups, according to comScore Media Metrix service.

According to comScore’s report, more than 123 million Americans visited newspaper sites in May (57% of the total U.S. Internet audience) and New York Times brand assumed the 1st position in top, with more than 32M visitors and 719 million pages viewed during May 2010.

The average visitor viewed 22 pages of content on the New York Times. Tribune Newspapers ranked second in terms of audience – 24.8M visitors, followed by Advance Internet (18.1 million visitors) and USA Today Sites (16.8 million visitors).

The good news for publishers is that even as print circulation declines, Americans are actually consuming as much news as ever – it’s just being consumed across more media.

The Internet has become an essential channel in the way the majority of Americans consume news content today with nearly 3 out of 5 Internet users reading newspapers online each month. As news evolves towards a more digital model, the issue is not attracting the eyeballs, but rather demonstrating the true value of those eyeballs to advertisers. As advertising rates for digital move closer into line with those of traditional media, the economics of the news business should begin to look a lot more promising.

Jeff Hackett, comScore Senior Vice President

In what concerns the top site categories where display ads appeared in April 2010, AdMetrix showed that online newspapers accounted for 2.4% impressions and 6.7% of display advertising dollars.

comScore, Inc is a global leader in measuring the digital world and preferred source of digital marketing intelligence.