The site also has one of the highest market penetrations of any local news Web site in the country. Two recent studies show that Nola.com reached 85.8 percent of the metropolitan area in 2009 and 87.3 percent in 2007. The Times-Picayune's print weekday circulation, meanwhile, has dropped 9.04 percent in the past year. Sunday sales have dropped 8.54 percent.
The market penetration and print circulation figures make sense when you consider the Times-Picayune's online audience and how it grew as a result of a hurricane that flooded more than 80 percent of the city.
The Times-Picayune's coverage of this disaster helped it develop a heightened sense of connectedness with New Orleanians. "I think that the storm was transformative for the Web site and its relevance to readers," said [the paper's content director]. "Certainly during Katrina we were moment by moment and learned the power of a constantly updated, dynamically updated Web site throughout the day."
HT: Jay Rosen