Printed newspapers remain valuable to marketers


Printed newspapers remain a valuable platform for advertisers to reach consumers.  Consider the following stats from a recently released study from the Newspaper Association of America:

  • 79% of adults have taken action as a result of reading or seeing an ad in a print newspaper in the past 30 days.
  • 57% of adults have used newspaper media for shopping purposes in the past seven days with 52% using the print newspaper and 21% using newspaper websites.
  • 69% of adults use print newspapers to get coupons – the leading medium consumers use.
  • Nearly two-thirds of consumers look at or read advertisements as they go through the newspaper.

Newspaper readership is strong among Indiana consumers, and newspaper websites add to this reach. According to a recent study from the Hoosier State Press Association:

  • Three in four adults read a printed daily or Sunday newspaper during an average week.
  • Almost six in 10 (57%) read a weekly community newspaper.
  • Almost nine in 10 adults (86%) read some printed newspaper or access a newspaper website during an average week.
  • The average weekly reach of newspapers among young adults (print and online) is 83 percent.

According to the Newspaper Association of America, regardless of age and gender, newspaper print ads drive consumer action. For instance, there is virtually no difference between age groups and genders in terms of newspaper ads driving awareness of a sale – about 61% of all age and gender groups were made aware of a sale in the past 30 days.

However, women are more likely to clip coupons (59%) than men (42%) and to buy something that is advertised in the newspaper (50% vs. 45%). Unsurprisingly, the 18-34 age group is more likely to be driven to online actions from newspaper advertising than the older groups. Slightly more than half of the 18-34 age group performed at least one online action as a result of a newspaper print ad in the past month.

Sources: Newspaper Association of America, Hoosier State Press Association, Mansi Media