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  • Why Newspaper

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    In a world where consumers are tuning out advertising, newspapers shine. In print, 52 percent of consumers say newspapers are where they go to check out ads. More than a third of active Internet users - 56 million adults - visited newspaper Web sites in 2006.

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    In a world where consumers are tuning out advertising, newspapers shine. In print, 52 percent of consumers say newspapers are where they go to check out ads. More than a third of active Internet users - 56 million adults - visited newspaper Web sites in 2006.

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    195 просмотров1 страница

    Why Newspaper

    Загружено:

    CMNMscribd
    In a world where consumers are tuning out advertising, newspapers shine. In print, 52 percent of consumers say newspapers are where they go to check out ads. More than a third of active Internet users - 56 million adults - visited newspaper Web sites in 2006.

    Авторское право:

    Attribution Non-Commercial (BY-NC)
    Скачайте в формате PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    из 1

    whynewspapermedia?

    IN PRINT
    According to research by the Readership Institute at • 72 percent of newspaper readers enjoy the
    Northwestern University, advertising is one of the top newspaper reading experience, 62 percent would
    fi ve drivers of newspaper readership. That’s because miss reading it if taken away and 54 percent say

    WHY?
    consumers seek out the newspaper to make product reading the paper is an absorbing activity
    buying decisions. Consider these fi ndings from a recent
    shopping study by MORI Research: • More than half fi nd the ads useful and only 19
    • 52 percent of consumers say newspapers are where percent fi nd that ads are too intrusive
    In a fragmented media
    they go to check out advertisements - five more than • 40 percent say newspapers have trustworthy ads
    environment with channel any other medium
    proliferation, consumer • Nearly 80 percent have checked the sale ads and 73
    control of media • 46 percent say newspapers are their “preferred” percent have clipped a coupon
    medium to receive ad information
    messages and advertiser
    • Almost 80 percent have visited a store of showroom
    demand for accountability, • 52 percent see newspaper ads as “valuable” in
    as a result of newspaper advertising and have
    the most effective planning shopping: the Internet and direct mail are
    second at 13 percent each bought something advertised
    marketing vehicle may
    surprise you: newspaper Advertisers recognize that simple ad impressions are no • Newspaper inserts are particularly engaging: 78
    media - in print, online longer enough to ensure ROI. They want consumers who percent of readers use them to plan shopping, 86
    and combined. are engaged and involved with the advertising message. percent saw items that made them go to the store
    Again, newspapers shine. According to a 2006 newspaper and buy and 69 percent have them to a family
    Why newspaper media? reader engagement study by Scarborough Research: member or friend
    Because in a world where
    consumers are tuning out
    advertising right and left, ONLINE
    independent
    research shows that Newspapers own 11 of the top 25 online news and • 91 percent recently shopped online
    newspapers are a destination information Web sites and, locally, they provide the • 89 percent recently bought online
    - not a distraction -
    dominant information site in most of the top 75 markets.
    for advertising content. • 71 percent are online daily at work
    More than a third of active Internet users - 56 million
    • 68 percent have broadband at home
    adults - visited newspaper Web sites in May 2006, a 30
    percent increase from the same period in 2005, according • 56 percent used the newspaper Web Site at least
    to Nielsen/Net Ratings. Who are these newspaper Web once a day
    site users? They tend to be younger, better educated • 40 percent are under 35
    and more active users than Internet users generally. In • 22 percent have incomes higher than $100,000
    addition: annually

    COMBINED
    Newspapers - in print and online - are the number one 100 newspapers. With their Web sites, newspapers
    local media brand. Here are the facts: reach 16 percent more 18 24 year olds and 19 percent
    • 78 percent of adults (18+) in the top 50 markets read more 25-34 year olds.
    newspapers over the course of a week - totaling • In addition, 80 percent of Internet users read the
    more than 116 million readers printed newspaper, use the online newspaper or
    • Nearly 70 percent of 18-34 year-olds (32 million) read both in the course of the week
    a newspaper during the week and 21 million read a Using the traditional newspaper, niche and specialty
    newspaper on Sunday publications and a variety of Web sites, advertisers can
    200 Lindbergh Dr.
    Gypsum, CO • Newspaper Web sites increase the reach of the print reach more adults in a specifi c market than with any other
    product by an average of 12 percent across the top media.
    970.328.6333
    Source: Newspaper Association of America

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