Internet marketing strategies have a positive impact on British newspapers, new research shows.

A study by the Newspaper Marketing Agency reveals that there were more than 94 million unique visitors to online national newspapers in June, with online marketing the main driver for online newspaper searches.

More than nine out of every ten top searches were associated with the title of the publication rather than general news themes and Google provided newspapers with most of their search engine optimisation traffic.

The study also revealed that most online visits to newspapers occur during lunchtime and users are typically young, affluent and spend more time and money online.

According to Paul Gillin of the Newspaper Death Watch blog, the current business climate is going to force most print newspapers to “adjust their business models” and change the way they operate.

Writing on E-consultancy, he noted that newspapers have not yet fully “retooled” their old infrastructures for the environment they now find themselves in.

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