How online news audiences are changing

THE internet has allowed some national newspapers to go global in a short space of time. The Guardian and Daily Mail benefit most from the size of the English-speaking world outside Britain, but the New York Times and Huffington Post are slowly becoming more international too (see bottom chart). However, the Mail and HuffPo, designed for racy appetites and short attention spans, are gaining audience the fastest (top left). With print advertising revenues declining much faster than web revenues are rising, one key to survival is to increase "stickiness", the number of stories each visitor reads. But it seems that the born-for-the-web HuffPo is much better than the print papers at doing that (top right). See article.