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One Paper’s Online-Only Move Had Little Effect on Web Traffic, Study Says

April 15, 2009
by Andrew LaVallee
Reporter, The Wall Street Journal

Andrew LaVallee

Researchers from City University London have published a report showing one European newspaper’s steep drop in revenue as well as unsteady Web traffic after it became an online-only publication.

The report, “Taking the Paper Out of News,” by Neil Thurman, a senior lecturer at the university, and Merja Myllylahti, focuses on Taloussanomat, a financial daily paper in Finland that stopped printing on Dec. 28, 2007 in a cost-cutting move.

According to the report, Taloussanomat, which had a daily circulation of 72,000, lost at least 75 percent of its revenue as it sacrificed print advertising and subscription fees in the shift. But the more surprising finding concerns its Web traffic.

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