While the gender ratio of people who read print newspapers is about 1-to-1, 60 percent to 70 percent of the people who read the websites of the same newspapers are male, according to data in this story. What does it mean for online news sites?
Journalists and editors say it could be a bad sign that news sites aren’t paying enough attention to women. But online publishers say it could be a boon, since they can demonstrate to advertisers that they have the elusive 18- to 34-year-old male — the most sought-after demographic in the media world — among their readers.
Steve Yelvington has contrary data on this: “It might be that the results apply quite well to nationally marketed sites like NYTimes.com and Washingtonpost.com, but not necessarily to local newspaper sites.”
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