The value of online newspaper 'power users'

People who visit newspaper websites are more likely to make online purchases than those who don't, according to research carried out for the Newspaper Association of America. They also make greater use of the net for advertising, shopping information and - naturally enough - news. The study, conducted by MORI Research, refers to readers who visit newspaper websites regularly as "power users". They are, says NAA president John F. Sturm, "a unique class of highly engaged consumers" who "are a valuable audience for advertisers". (Via naa.org)