The Newspaper Association of America (NAA) says that ad spending on newspaper Websites reached $796 million in the second quarter, which represents an increase of about 19.3% when compared to the same period last year.

Since NAA began reporting ad spending in 2004, this has been the thirteenth quarter of double-digit growth—in a row.

Newspaper Website advertising currently represents about 7% of total newspaper ad spending. (The percentage for the same period last year was only 5.4%.)

However, the total spend on newspaper advertising decreased 8.6% down to $11.3 billion in Q2. Print ad expenditures decreased 10.2% down to $10.5 billion when compared to Q2 last year.

This change seems to illustrate a shift in the way businesses use newspapers to advertise. People in general are spending more time online and they are finding alternative news sources to the hardcopy newspapers of yesteryear. This presents a huge opportunity for advertisers and should definitely be kept in mind when appropriating ad funds.