“Paul Ginocchio, analyst and director of Deutsche Bank Securities, shared estimates of the value of print readers versus the value of online readers. He said the value of a newspaper reader was estimated to be US $767 compared to US $95 for a unique online user”, reports Scott Stines, member of the Board of Directors for the International Newspaper Marketing Association (INMA). And, as reported by The Economist in 2006, “ . . . readers online bring in nowhere near the revenues [and time spent] that print readers do. . . Vin Crosbie, of Digital Deliverance, a consulting firm, recently estimated that newspapers need between 20 and 100 readers online to make up for losing just one print reader. . . and one British paper reckons that one print reader is worth ten online.” Moreover, Scarborough Research reports, on December 08, 2006, that newspapers are beginning to move the authority they’ve established over decades, online. “In the Sacramento Bee, Houston Chronicle, Providence Journal, Orlando Sentinel, and the Kansas City Star, visitors to the newspapers' Web sites were more likely to spend at least $1,000 a year online than the average Internet user. They were also more likely to purchase specific items identified by Scarborough as market leaders in online sales—including airline tickets and travel reservations, books and clothing. They are also more likely to use Internet banking and other online financial services.”