Dayparted Content Lures Readers Throughout the Day

february 26, 2004  08:33 am
In its 2003 report, "Online Dayparting: Claiming the Day, Seizing the Night," media research firm Minnesota Opinion Research Inc. discovered significant shifts in media consumption habits among online users of newspaper sites. Peak news reading time is 8 a.m. to 11 a.m. As the day goes on, mainly between 2 p.m. and 6 p.m., interest in the news genre dissipates, while interest in entertainment and event resources picks up the slack. At night, consumers switch gears again to concentrate on jobs, cars, homes, and shopping content.