70% of visitors think Web site complements offline paper

The Online Publishers Association (OPA) and Frank N. Magid Associates surveyed visitors to major media sites to find that a company?s online and offline properties are used in a complementary fashion, as 70% of respondents agree the two outlets are complementary. The OPA and Frank N. Magid surveyed 25,852 visitors, ages 18 to 54, to 41 individual major media Web sites to learn how multi-channel media brands are used. They found 49% of Net users do not care whether they visit a media company’s site or its offline property.