Newspaper users now look to both print and digital products to meet their needs, and newspapers deliver throughout the day in multiple locations and on multiple platforms. A recent NAA study conducted by Frank N. Magid Associates tells a compelling story of newspaper multiplatform engagement as shown in this focus group video. View Data
In a world where consumers admit that their opinions of online advertising vary based on the Website they are visiting, newspaper sites are seen as the most trustworthy source of ads, according to a 2009 comScore survey commissioned by NAA.
The research reinforces the notion that the premium-quality content of newspaper Websites produces premium-level results for advertisers.
The research also shows that consumers express a high level of interest in local content and that local newspaper sites have the greatest overall reach as a source of local online information. More than half of online consumers use newspaper sites to consume local information. View Data
This research was conducted by MORI and details how various advertising in printed newspapers is utilized by consumers. A significant portion of the study provides deep insights into preprints as a vehicle detailing consumer preferences for sizes, days retained, page counts, and more. The study also deals with the way ROP advertising is consumed. View Data
Understanding the Value of Newspapers
This research, conducted by Clark Martire and Bartolomeo focuses on the relationship between the prices paid and readership. There has long been the speculation that advertising in single copy purchased newspapers is somehow less valuable than advertising in the hands of home delivered subscribers. This research dispels that myth and goes further to review other ways that readers obtain newspapers and what that method of receiving the newspaper affects, or doesn't affect readership and use of advertising. View Data
Audience Segmentation Studies
Google Newspaper Study
A recent study conducted by Google demonstrates how print and online advertising can work more effectively when run synergistically. The data shows how newspaper advertising drives search and decisions to buy as well as higher click rates. In addition, the Google research proves that newspaper advertising drives sales. View Data