Some research from The Media Audit makes a pretty strong point about how quickly media consumers’ behaviour is changing:

“The Internet now represents 32.5% of the typical “media day” for all U.S. adults when compared to daily exposure to newspaper, radio, TV and outdoor advertising.

“Even those who are considered heavy newspaper readers spend about as much time online today as the typical U.S. adult. According to the report, heavy newspaper readers, those who spend more than an hour per day reading, currently spend 3.7 hours per day online. In 2006 the Internet represented only 18.4% of a heavy newspaper reader’s “media day,” but today it represents 28.4%.”

But there’s good news for some US newspapers who have made the most of their online presence to achieve an impressive reach “of 80% or more when the past 30-day website visitor figure is combined with the past month print readership figure.”

It will be interesting to see how paywall experiments might result in quite different reach stats for other newspapers in the coming months.

More at MediaPost.