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

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.

Many newspapers excel at creating an engaging, interactive and unique online environment. Bivings Research reports that more than 90 percent of America's top 100 papers now offer video on their websites, nearly all have at least one reporter blog, and more than 80 percent allow comments on articles. Among the most beneficial new developments for advertisers is that newspaper websites have attracted a younger, educated and more affluent audience. Scarborough Research data shows that newspaper websites have helped drive a nearly 15 percent increase in the total newspaper audience of 25- to 34-year-olds and an almost 10 percent increase in 18- to 24-year-olds.