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Consumer Studies

Site Matters

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.

Consumers trust ads on newspaper Websites more than those on portals, specialty sites, social networks or local TV or radio sites because the ads are perceived to be more credible, more local, more current, from more familiar sources and because newspaper sites offer a combination of advertising and local content.

The research reinforces the notion that the premium-quality content of newspaper Websites produces premium-level results for advertisers.

The new 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

PowerPoint presentation based on the survey. Download Now

How America Shops and Spends tells the story of consumer shopping and buying in 2011. This presentation highlights both shopping behavior as well as media usage.

The report addresses many issues, including:

• What is the impact of the economy on shopping and buying behaviors? How do consumers navigate the myriad of shopping choices?
• What is the "Thin Market"?
• How do Consumers use advertising in the shopping and buying process?

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

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

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