Making sense of secondary data

Different ways of interpreting similar market data:

A typical story on increase in newspaper site usage:
http://www.editorandpublisher.com/eandp/search/article_display.jsp?vnu_content_id=1003875202

A better story with meaningful analysis:
http://blog.nielsen.com/nielsenwire/online_mobile/top-us-newspaper-sites-see-more-visitors-shorter-stays/

There is still room for more context information (example: original Excel file).

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Other examples:
Interesting theory/analysis supported by market data

http://publishing2.com/2008/09/15/drudge-report-news-site-that-sends-readers-away-with-links-has-highest-engagement/

http://www.collisiondetection.net/mt/archives/2005/04/many_newspapers.php

By whom?

Secondary data available online

Pew Research Center for the People and the Press -- Biennial Media Consumption 2004, 2006, 2008 (coming up)
http://people-press.org/dataarchive/

Pew Internet and American Life Project
http://www.pewinternet.org/datasets.asp

ABC -- Newspaper/Magazine Circulation Data
http://www.accessabc.com/products/freereports.htm

Newspaper Association of America -- Trends and Numbers: Newspaper Web sites (Reach by DMA)
(Click on menu items on the top and on the left for more stuff)
http://www.naa.org/TrendsandNumbers/Newspaper-Websites.aspx

Scarborough:
The 2008 Scarborough Newspaper Audience Ratings Report (Combined audience numbers for newspapers in DMAs)
Understanding the Digital Savvy Consumer (Guess which city is the most digi-savvy in the U.S.?)
http://www.scarborough.com/freeStudies.php

Newspaper Next 2.0 --
1. Market Selector
2. Online Spending Analysis
3. 2007 Online Spending Per DMA
4. Future Tools (one for each quintile)
5. WebAudits (one for each quintile)
http://www.newspapernext.org/2008/02/online_revenue_resources.htm

Borrell Free Data -- 2008 U.S. DMA Ad Spending (newer but not as detailed as Newspaper Next 2.0)
http://www.borrellassociates.com/freedata.aspx

Newspaper Association of America -- The Newspaper Audience Database or NADbase (membership required)
http://www.naa.org/Resources/Articles/Circulation-The-Newspaper-Audience-Database-or-NADbase.aspx

ABC's Audience-FAX online database (registration required):
Data on newspapers' average circulation, average print and online readership, total combined audience, and total unique Web site users as well as a variety of print demographic information for both national and local newspapers.
http://abcas3.accessabc.com/scarborough/login.aspx

ABC's Audience-FAX^* eTrends Tool (registration required):
The tool is designed to allow users to create trending reports by reporting period on newspaper's average circulation, average print and online readership, total combined audience, and total unique Web site users.
http://abcas3.accessabc.com/audience-fax/default.aspx