A critical challenge for newspapers is to engage non-newspaper readers now online.
A new comScore study has some interesting and positive findings.
It found that those who don't consumer a printed paper are, as one might expect, younger. But they aren't necessarily light news consumers. Quite the opposite, in fact. They visit a lot of news sites.
Both heavy and non-print readers frequently surf recognized news brands, which suggests the brands themselves have stand-alone qualities online.
And they like the TV brands online, pointing to the need for audio and video in any offering.