I recently had an individual tell me that he stayed away from newspaper advertising because “It appears newspapers are on a downward slide and don’t get viewed like they used too.” Ouch!
As someone in the business, that has been tough to hear. Luckily, my friends, that isn’t an accurate assessment. Newspapers remain an electric house in advertising. Not saying that internet marketing and other technologically driven marketing hasn’t changed the way in which we spend our advertising budget. However, many marketing plans are seriously lacking by leaving out newspaper advertising all together.
With a huge selection of television channels, 1000s of magazines and countless web sites, channel proliferation has definitely changed the way in which advertisements are presented. With the endless amount of “opt-out” possibilities to viewers, including, DVRs, commercial-free satellite radio, pool result national “do not call” lists, web firewalls and blockers, etc., having your advertisements viewed has turned into a bigger challenge than ever before. Newspapers however remain an “opt in” medium, a spot where consumers actively look for advertisements as opposed to avoid them. Newspaper advertising remains a destination not just a distraction. In reality, newspapers were the past place consumers would choose to remove advertising, based on Yankelovich Research, 2004.
Based on NAA’s (Newspaper Associate of America) Business Analysis & Research Department, 48% of adults read a newspaper on the average weekday. That number increases to 54% on the average Sunday. In reality in a MORI study of “How America Shops & Spends,” newspaper ads ranked highest as the sort of ad that consumers anticipate reading. When is the past time you heard someone say that about a Pop-Up ad?
Not just do consumers actively search for and anticipate ads in the newspaper, they really trust them more. Because of the established history of newspapers, people often trust newspapers a lot more than any advertising medium. Gaining the trust of a newspapers’ audience can produce awesome results, especially given the quality of the audience.
No other media can deliver the prospects that the newspaper can. Newspaper readership increases as both household income and education levels increase. Based on Scarborough Research, 2007 Release 2 (Top 50 Market Report), newspaper readership is greatest in occupations with an increase of job responsibility, such as for example Management, Business, and Financial Operations.
Newspapers provide contact with people who advertisers want to achieve; those with higher incomes, higher education and the ones that are ready to buy. Newspapers are constantly impacting buying decisions and product usage. They’ve proved to stay steady in a changing world, and have earned their status since the premier medium for advertisers.