NAA Article: Independent Research Shows That Newspapers Are A Destination -- Not a Distraction -- For Advertising Content
Supported by numerous facts and studies, this NAA article points out that consumers still prefer newspapers when it comes to making buying decisions or gathering information before making purchases. From the article:
"In a fragmented media environment with channel proliferation, consumer control of media messages and advertiser demand for accountability, the most effective marketing vehicle may surprise you: newspaper media--in print, online and combined.
"Why newspaper media? Because in a world where consumers are tuning out advertising right and left, independent research shows that newspapers are a destination--not a distraction--for advertising content.
"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."
Regarding online efforts, the article points out:
"Newspapers own 11 of the top 25 online news and information Web sites and, locally, they provide the dominant information site in most of the top 75 markets."
So, is the death of newspapers imminent? Consider this:
"While newspaper circulation has gradually eroded, newspapers' readership continues to be strong and its total audience has expanded with the introduction of a variety of print and digital products. Newspapers--in print and online--are the number one local media brand.
"Newspapers also provide unique opportunities to reach broad or targeted audiences across multiple products in the local market. Using the traditional newspaper, niche and specialty, publications and a variety of Web sites, advertisers can reach more adults in a specific market than they could with other any other media. And the portfolio of products allows advertisers to target specific segments geographically, demographically or by interest."
More facts and figures are available in the article.
Read complete article ...
"In a fragmented media environment with channel proliferation, consumer control of media messages and advertiser demand for accountability, the most effective marketing vehicle may surprise you: newspaper media--in print, online and combined.
"Why newspaper media? Because in a world where consumers are tuning out advertising right and left, independent research shows that newspapers are a destination--not a distraction--for advertising content.
"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."
Regarding online efforts, the article points out:
"Newspapers own 11 of the top 25 online news and information Web sites and, locally, they provide the dominant information site in most of the top 75 markets."
So, is the death of newspapers imminent? Consider this:
"While newspaper circulation has gradually eroded, newspapers' readership continues to be strong and its total audience has expanded with the introduction of a variety of print and digital products. Newspapers--in print and online--are the number one local media brand.
"Newspapers also provide unique opportunities to reach broad or targeted audiences across multiple products in the local market. Using the traditional newspaper, niche and specialty, publications and a variety of Web sites, advertisers can reach more adults in a specific market than they could with other any other media. And the portfolio of products allows advertisers to target specific segments geographically, demographically or by interest."
More facts and figures are available in the article.
Read complete article ...
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