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Newsflash! Here's how to reach newspaper readers in print, online or both.

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This story appears in the June 2008 issue of Entrepreneur. Subscribe »

What happens when one of the oldest marketing mediums undergoes a new-era transformation? Entrepreneurs discover a whole new way to reach highly desirable customers. Major newspapers across the country have done more than just transfer their content online--many have become the number-one web portals in their respective markets. And advertisers are reaping the benefits of the additional reach that advertising within online content brings.

Advertising in your city's newspaper as well as on its website can deliver extremely favorable market penetration. For example, according to a study by The Media Audit, The Washington Post's website receives more than 1.6 million unique monthly visitors. When its online audience is combined with the print newspaper's monthly readership, The Washington Post reaches 81 percent of the entire Washington, DC, market.

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