New data from Nielsen Online suggests the time spent on newspaper Web sites declined at 17 of the top 30 U.S. outlets in May. The typical user spends seven minutes a month on such sites.
Part of that decline has to do with weather; spring and summer numbers tend to decline in traffic and time spent. But it suggests that there are some challenges for newspapers in keeping people online to consume their information.
As if that information isn't enough, there is news today that Yahoo is creating a new self-serve advertising tool. My Display Ads is a partnership with AdReady, which already works with the newspaper industry and Yahoo, but the reach of the new service is into small outlets and may prove very troublesome for less-sizeable markets.
