Think Newspaper Ads are Useless? Think Again!

BY Rachel Cagle
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Print is dead. Well, not quite, but it is definitely in decline. According to a study by Pew Research Center, the circulation of U.S. daily newspapers has fallen to less than 30 million since newspaper’s peak in the 90s and early 80s. But that’s print circulation.

Digital Newspapers' Popularity

Digital newspaper readership is another matter entirely. Circulation of digital newspapers on a weekly basis has risen by 17%. Over the past four years, the number of unique visitors to newspaper websites has grown from 8.234 million in 2014 to 11.6 million by the end of 2018. While readers are browsing these websites, they’re also being exposed to a number of digital ads.

Newspapers revenue from digital advertising has achieved steady growth over the last eight years, rising from accounting for 17% of newspaper revenue to 35% between 2011 and 2018. But advertisers need to make sure that they’re making the most of their ad dollars by creating noticeable ads. Pew Research says that online newspaper website visitors only spend a little over two minutes on these websites at a time. 

Its Reach

Now, you may be wondering, is it even worth targeting digital newspaper readers? Yes. According to AudienceSCAN, 19.5% of U.S. adults have taken action after seeing newspaper ads within the last month. Digital Newspaper Readers are particularly susceptible to internet banner ads and text link ads. Need more convincing? Check out the other newspaper audience profiles on AudienceSCAN on AdMall by SalesFuel.

So, the next time you meet with your digital advertising clients, remind them of the opportunities newspapers give them. Let them know that newspapers offer more than just print advertising opportunities. Digital ads on newspaper sites reach many Americans and recently have inspired about 20% of the population to take action. If your client is still thinking that traditional newspaper advertisement are a waste because of print’s declining popularity, show them how digital advertising on newspaper sites will reach a big audience.