Newspapers are delivering their content to consumers on a variety of platforms. Their presence on multiple media formats means they have a better chance of attracting the attention of consumers who are multitasking. And new research indicates these efforts appear to be paying off.
In any given week, 80% of consumers check out the printed edition of the Sunday or weekday newspaper. And 67% access the local paper through computers, smartphones or tablets. As consumers seek news updates during the day, they turn to their computer, smartphone or tablet and on each of these devices they may review about 3 sites or apps regularly.
The local newspaper in any format is a preferred source of information because of the following factors:
- More local news 58%
- Broad range of news and information in one place 56%
- Sunday circulars 53%
- Depth and detail of reporting in newspapers 48%
Further, each platform has its strength. For nearly 2/3’s of consumers, reading the printed newspaper is associated with a relaxing way to catch up on the news. The digital desktop platform allows for easy searches (64%), sharing with others (61%) and portability (61%). The smartphone and tablet platforms excel when consumers are looking to stay informed constantly (68%).
Marketers may want to consider when to place their ads in various newspaper formats. For example, print is most heavily used at breakfast time. The computer format is typically accessed in the morning, at home. People tend to consult their smartphones throughout the day during breaks and right before bedtime. For tablets, the clear winner is after dinner and before bedtime. Consumers also say they access the local newspaper in various formats for specific reasons:
- Print: To obtain circular/coupons
- Computer, tablets: To get breaking news
- Smartphones: To check the weather
Newspapers are delivering their content to more audiences and on more platforms than ever before. And, consumers seem receptive to advertising delivered in these multiple formats. Media sales reps will likely point to the results of this study as they show marketers the various strengths of their platforms and the audiences they deliver.[Source: Newspaper Multiplatform Usage. NAA.org. 2012. Web. 25 Apr. 2012]