Print
No
other advertising vehicle has the reach of newspapers. Nationally, 95 million
adults read a newspaper on an average weekday and more than 108 million on an
average Sunday. More than 71% of all adults in the U.S. read a newspaper or
visit a newspaper website in an average week (Scarborough Research).
According to research by the Readership Institute at
Northwestern University, advertising is one of the top five drivers of
newspaper readership. That’s because consumers seek out the newspaper to make
product buying decisions. Consider these findings from a recent shopping study
by MORI Research . . .
- 52
percent of consumers say newspapers are where they go to check out
advertisements—five more than any other medium.
- 46
percent say newspapers are their “preferred’ medium to receive ad
information; TV comes in fourth at 10 percent.
- 52
percent see newspaper ads as “valuable” in planning shopping; the Internet
and direct mail are second at 13 percent each.
- When
asked where they would like to see advertising eliminated, only 10 percent
said newspapers, compared to 34 percent for TV and 38 percent for the
Internet. (Yankelovich, 2008)
When
it comes to newspapers:
Quality: Generally, your very best
prospects are newspaper readers. People who are typically labeled upscale
meaning upper income, higher education, professional/ managerial occupations
all count themselves as newspaper readers.
Targeted: From targeting ad placement by section readership to post it
notes, to a few residential blocks, newspapers can fine tune your message.
Immediate: Newspaper advertising is
among the fastest forms of advertising with extremely short deadlines that
allow ads to be created and run in a matter of days.
Flexibility: Newspapers, unlike most
other media allow the advertiser to build an ad in any size.
Credibility/Trust: More than any other medium, consumers believe in newspaper advertising.
Selective vs. intrusive: Shoppers are less willing
today to accept advertising that is spooned out to them. They seek out advertising on their
own. Newspapers are the medium
shoppers use most for shopping in an average week.
Environment: The newspaper editorial
environment typically adds credibility and legitimacy to the brand being
advertised.
Relied Upon: Newspaper advertising is
a valuable commodity to readers. A recent research study surveyed shoppers’
attitudes about which type of media they preferred for retail advertising. In
terms of media used to check out ads, the most valuable media in planning
shopping, used for comparing prices, most convenient, most up to date, most
trustworthy, believable and preferred, newspapers out distance all other forms
combined.
Results: Newspaper advertising
works! While this point should go without saying, the fact remains that newspapers
are frequently thought of as a results medium. Newspaper ads create traffic,
move merchandise and yes, establish brands. We cannot lose track of the notion
that, in a world of thousands of messages a day, advertising in newspapers are
one sure thing when it comes to producing results.
Better than Read
Sure
100 million adults read a newspaper on an average weekday. And 115 million read
on Sunday. That is just under half of all adults. However, those adults do more
than read, they are actively engaged with advertising
in it. Which would you rather have a lot of people being exposed to your ad or
a lot of people taking action? If you want both, you want newspapers today.
Newspapers are better than read, they are used, acted upon, engaged with,
involving, sticky and more.
Involvement: 41% of U.S. adults in 2009 say newspapers are the medium used most to
check out ads. More than radio TV, internet, magazines and catalogs combined.
Choice: 77% of U.S. adults in 2009 took some action as a result of a print
newspaper ad in the past 30 days. 59% clipped a coupon, 52% bought something
advertised, 45% visited a store.
Connection: 60% of U.S. adults in 2009 followed up a newspaper ad online in some
way. 44% went to a site after seeing a print newspaper ad, 28% conducted an
online search after seeing a newspaper ad.
Experience: 36% of U.S. adults in 2009 who said they had
not read a newspaper in the past week, USED a newspaper during that same week.
Usage included: 19% checked sales in local stores, 15% clipped a coupon, 14%
checked the weather, 10% checked movie listings.
Resonance: In the past three months, 87% of U.S, newspaper readers in general took
some action. 77% checked ads for local stores, 62% clipped a coupon, 51%
compared prices, 48% checked local entertainment
options, for example.
Attention: 82% of U.S. adults used a
preprinted insert in the past 30 days in 2009. On average, adults keep inserts
3.8 days. Uses include 59% used to compare prices, 55% used to compare one
circular to another, 52% saved until visiting the store, 43% showed it to a
spouse, friend or family member, 43% used to make an unplanned purchase, 42%
took it to the store with them.,
Desire: 59% of 2009 U.S. adults prefer to receive coupons in newspapers. 22%
prefer direct mail, 10% prefer the internet, 3%
prefer magazines
Stickiness: 80% of U.S. adults report looking at advertising when reading the paper.
Relationship: 60% of U.S. adults prefer to receive inserts in the
newspaper vs. 29% who prefer mail.
31% of U.S. adults visited a newspaper website in
the past 30 days with 29% visiting once daily or more frequently
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