Though constituting only about 10 percent of total newspaper revenue for the Washington Post Company, online revenue surged 36 percent in the second quarter.

WaPo's newspaper division online revenue totaled $25.3 million - 36 percent more than last year's second quarter - most of it from WashingtonPost.com, MediaPost reports. Local and national online ad revenue soared 57 percent; classified ad revenue increased 25 percent. Total revenue for the newspaper division was $245.6 million - 4 percent more than the year-earlier period.

The company, which also owns Newsweek and Slate.com, has experimented with online initiatives, including the placement of news search on its sites that sends visitors to rivals' sites, but also increases traffic stats to WaPo because large number of users hit the back button to return to the site.