Marketers to Continue Buying Newspaper Media Space

Marketers may be allocating part of their ad budgets to new media formats, but newspapers should still command a healthy portion of the ad budget. Why? Because the majority of surveyed consumers read newspaper advertising. In addition, these consumers take action as a result of what they see in newspaper ads.

The latest data from the Newspaper Association of America shows that consumers still turn to the printed paper as their main advertising information source:

  • Newspapers: 35%
  • Internet: 28%
  • Direct mail ads: 12%
  • TV: 9%
  • Catalogs: 7%
  • Magazines: 3%
  • Radio: 1%

Newspaper ads also influence nearly all (79%) of surveyed consumers to take action in any given month:

  • Clips coupons 54%
  • Buy a product/​service 46%
  • Visit websites for more information 37%
  • Try a new product/​service 20%

Preprints  have become a particularly effective way to reach consumers. Up to 72% of consumers check out preprints in daily newspapers. In the Sunday edition, inserts attract the attention of nearly 90 % of consumers.

John Sturm, NAA President and CEO, says newspapers are “an opt-​in media in an opt-​out world, making newspaper advertising an ideal and effective choice for advertisers who want to reach consumers ready to shop and spend.” This new survey also reveals that advertising on local newspaper websites attracts more consumer attention than ads placed on general interest sites, social media sites, or search results displayed on the right side of web pages.

Marketers who want to reach consumers now should continue to use newspaper as part of their media mix.

[Source: Newspaper Ads Rank First in Driving Consumers to Take Action. Naa​.org. 13 Apr. 2011. Web. 9 May 2011] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.