Marketers looking to reach men between the ages of 18 and 54, especially those who follow sports, should be checking out local newspapers. Consumers are still holding onto the long-established tradition of reading the sports pages, whether it’s the printed or digital form, to find out how their favorite sports teams are doing. Local printed newspapers are faring well when compared to other sports media formats.
According to M/A/R/C Research, which conducted a study for the Newspaper National Network, male readers don’t want to miss local sports reporting. On a regular basis they turn to:
- Local newspaper website: 76%
- Local printed newspaper: 69%
These numbers compared well to other media channels:
- Sports reports on TV news: 42%
- Sports cable networks: 41%
- Sports talk radio: 33%
- Sports Illustrated magazine: 23%
Regular readers of local sports coverage believe the reporting is better than what the competition is offering (72%) and presents unique information that can’t be easily found elsewhere (62%). Just last week, Warren Buffett made big news with his investment in local weekly newspapers. His reasoning for this investment was all about the value of the unique content that isn’t available through other formats.
Marketers should also know that their advertising in sports pages is connecting with readers. About 40% say they ‘have considered’ buying the products and services they see advertised. One-third take the additional step of visiting an advertiser’s website and ¼ have made a store visit as a result of an ad they see while reading sports content in their local newspapers.
To learn more about Sports Section Readers, check out the Audience Interest & Intent Report available at the Research Store on ad-ology.com.[Source: Male Sports Fan Love Their Local Newspaper Sports Pages. Printinthemix.com. 8 Mar. 2013. Web. 19 Mar. 2013]