Younger, Heavy Online News Consumers are Not Newspaper Readers, According to Comscore Plan Metrix

Study Highlights the Importance of Extending Traditional News Brands to Online

RESTON, VA, March 13, 2008 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released the results of a study of the differences in online behavior among heavy, medium, light and non-newspaper readers (segments defined below). The results showed that non-newspaper readers are likely to be younger, and they are actually heavier than average online news consumers. Meanwhile, heavy newspaper readers are more likely than average to engage with traditional print news brands online.

“That current generations are growing up getting their news online for free is an indicator that print circulations are likely to continue their decline,” said Jack Flanagan, executive vice president of Comscore. “But the Internet represents a significant opportunity to extend – and even improve upon – existing news brands and reach out to new consumers with living, breathing real-time content. Just because print circulations are declining does not mean there are fewer news consumers. In fact, just the opposite is true.”

Younger News Consumers Less Likely to Read Print Newspapers

Heavy print newspaper readers show a strong skew towards older age segments, while the non-newspaper reader segments skew younger. Those age 65 and older are nearly 3 times more likely (index of 296) than average to read the print edition of newspapers 6 times per week, while those age 18-24 are 38 percent more likely than average to not read a print newspaper at all during a typical week.

*Composition Index = Percent of Newspaper Reader Segments/Percent of Internet Users x 100; Index of 100 represents parity.

Non-Newspaper Readers are Heavy Online News Consumers

In order to better understand the news consumption habits of these heavy medium, light and non-print newspaper reader segments, Comscore looked at their relative propensity to visit several key news sources online, using a selection of key print, TV, and Internet news brands.

Several key takeaways emerged from this study. First, it is clear that based on their heavier than average visitation across most key news sites, those who do not read print versions of newspapers are not necessarily light news consumers. In fact, they show a high propensity to visit the majority of sites studies, including print (e.g. LA Times), TV (e.g. FoxNews.com), and Internet (e.g. Topix.com) brands.

Secondly, both the heavy print newspaper readers and the non-readers show similarly heavy consumption of print news brands online, which suggests that print news sites are not merely an extension of their offline brands but have a stand-alone brand presence in the online world. For example, the Web sites for three of the largest U.S. city newspapers – the New York Times, LA Times and Chicago Tribune – show above average visitation from both heavy newspaper readers and non-readers.

Finally, TV news brands are also heavily visited by non-print newspaper readers, underscoring the importance of sight, sound and motion to the digital news experience. Non-readers were 29 percent more likely than the average Internet user to visit FoxNews.com and 15 percent more likely to visit CBS News Digital.

*Composition Index = Percent of Newspaper Reader Segments/Percent of Internet Users x 100; Index of 100 represents parity.

“Non-newspaper readers are a particularly important segment to reach because they are heavier than average news consumers – they just prefer to consume it in a digital format,” continued Flanagan. “That they are receptive to print, TV, and Internet news brands indicates a broad opportunity online, but the brands that will ultimately win over these key news consumers are the ones that successfully integrate cutting edge digital content with high quality journalism.”

Print Newspaper Reader Segment Definitions

Segments were defined based on the number of days respondents said they read a print version of a newspaper in an average week, excluding the Sunday edition.

• Heavy Newspaper Readers: 6 times per week
• Medium Newspaper Readers: 3-5 times per week
• Light Newspaper Readers: 1-2 times per week
• Non Newspaper Readers: 0 times per week

About Comscore Plan Metrix
Comscore Plan Metrix is the only service to combine continuously observed Internet behavior measurement with comprehensive attitudinal, lifestyle and product usage data from the same representative consumer panel, providing agencies, advertisers and media sellers with access to comprehensive consumer information, including: technology ownership and usage, demographic, lifestyle, attitudinal, product purchase and offline media consumption data.

To request more information on Comscore Plan Metrix, please visit http://www.comscore.com/contact

About Comscore
Comscore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world. For more information, please visit www.comscore.com/boilerplate .

Press
Bill Daddi
Daddi Brand Communications
646-370-1341
press@comscore.com