Today we start with some interesting facts about Newspaper and why they are utilized in Marketing
Why Newspapers?
Simple its because readers are engaged… meaning unlike almost all electronic media, when a person reads a newspaper, that is all they are doing. They aren’t surfing the web, advertisements don’t beep, flash, pop up or interrupt. Newspaper ads don’t interrupt the experience, they are a part of the experience.
Newspapers are seen as the most comprehensible source of news…
Magazine: 7 %
Radio: 12%
Internet: 35%
TV: 36%
Newspaper: 46%
Readers trust Newspaper ads over other media… Consumers are very receptive in their feelings of ads in newspapers. Readers believe ads are more believable and trustworthy.
Internet: 16%
Radio: 18%
TV: 23%
Magazines: 30%
Newspapers: 40%
Lastly Advertising is ranked as one of the top 5 drivers for newspaper readership:
52% of consumers say they utilize newspapers to find local ads
46% say newspapers are their preferred medium to receive advertisement information
52% see newspapers as valuable in planning for shopping
10% of newspaper readers said they wish that advertisements were eliminate
Newspaper are really still trusted because of their locality in geographic location and the fact that it is about news in the City and its about the city specifically. Its this locality of newspapers that gives it its comprehensive source of news advantage over other media forms. Its more specifically targeted to a specific city (target market) rather than a mass target market approach that alot of other media tactics use
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