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Why newspaper media?
In a fragmented media environment with channel proliferation, consumer control of media messages and advertiser demand of 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. Heres why:
IN PRINT
According to research by the Readership Institute of Northwestern University, advertising is a top five driver of newspaper readership. Consumers seek out the newspaper to make product buying decisions. Consider these findings from a recent shopping study by MORIResearch.com:
• 52% of consumers say newspapers are where they go to check out advertisements-five
more than other mediums
• 46% percent say newspapers are their preferred medium to receive ad information
Advertisers recognize that simple ad impressions are no longer enough to ensure ROI. They want consumers who are engaged and involved with the advertising message. Again, newspapers shine. According to a 2006 newspaper reader engagement study by Scarborough Research:
• 72% of newspaper readers enjoy the newspaper reading experience, 62% would miss reading
it if taken away and 54% say reading the paper is an absorbing activity
• More than half find the ads useful and only 19% find that ads are too intrusive
ONLINENewspapers 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. More than a third of active internet users-56 million adults-visited newspaper Web sites in May 2006, a 30% increase from the same period in 2005, according to Nielsen/Net Ratings. Who are these newspaper web site users? They tend to be younger, better educated and more active users than internet users in general. In addition: • 91% recently shopped online • 89% recently bought online • 71% are online daily at work • 68% have broadband at home • 56% used the newspaper web site at least once a day • 40% are under 35 • 22% have incomes higher than $100,000 annually
ONLINE
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. More than a third of active internet users-56 million adults-visited newspaper Web sites in May 2006, a 30% increase from the same period in 2005, according to Nielsen/Net Ratings. Who are these newspaper web site users? They tend to be younger, better educated and more active users than internet users in general. In addition:
• 91% recently shopped online
• 89% recently bought online
• 71% are online daily at work
• 68% have broadband at home
• 56% used the newspaper web site at least once a day
• 40% are under 35
• 22% have incomes higher than $100,000 annually
COMBINED
Newspapers-both in print and online-are the number one local media brand.
Here are the facts:
• 78% of adults (18+) in the top 50 markets read newspapers over the course of a week-totaling
more than 116 million readers
• Nearly 70% of 18-34 year-olds (32 million) read a newspaper during the week and 21 million read
a newspaper on Sunday
• Newspaper web sites increase the reach of the print product by an average of 12% across the
top 100 newspapers. With their web sites, newspapers reach 16% more 24 year olds and 19%
more 25-34 year olds.
• In addition, 80% of internet users read the printed newspaper, use the online newspaper or both
every week.
Using the traditional newspaper, niche, specialty publications and a variety of web sites, advertisers can reach more adults in specific market than with any other media.
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