Power of Print

The Power of Print

Newspaper audiences are powerful. They have large household incomes, are highly educated, and tend to be involved in their community.

Here’s more information about our readers:

  • 93% of adults read their local newspaper in the past week. Compared to only 72% that listened to a radio station and 83% that watched local TV. Source: PULSE Survey Southeast 2018.
  • 93% of newspaper readers read the classifieds.
  • 67% of newspaper readers own their own home. Source: Nielsen Scarborough 2014, R1 Multi Market
  • 78% of newspaper readers took action after reading an ad in a newspaper. More than half of that action involves purchasing, searching internet for business or visiting the site.  Source NAA 2016 Advertising Plan Book.
  • 74% of adults 18-34 took immediate action too having visited a website, searched the internet or purchased an item from a newspaper ad they saw. Source NAA 2016 Advertising Plan Book.
  • Newspaper advertising is a leading medium for Planning to Shop and making purchasing decisions.  57% refer to newspaper with only 41% referring to TV and 22% radio.  Source NAA 2016 Advertising Plan Book.
  • 74% of those that read a newspaper in print or online in the past week have a household income of 100K+. Source NAA 2016 Advertising Plan Book.
  • 72% of those that read a newspaper in print or online in the past week have a graduate level education. Source NAA 2016 Advertising Plan Book.

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A Nielsen Scarborough study measured U.S. newspaper readership and found that more than 169 million adults read a newspaper in print, on a Web site or on a mobile app in a month in 2016.

In total, newspapers reach 69% of the U.S. population each month.

Numerous studies have indicated that on a brain-chemistry level, people process print content with greater engagement and focus, not to mention a deeper emotional response, than they do content viewed on a screen.

Studies suggest that readers trust print more than any other medium. In fact, according to an October 2016 survey by MarketingSherpa, 82% of U.S. internet users trust print ads when making a purchase decision, more than any other medium.

 

Source: mediaspacesolutions – will print advertising still work in 2018.

On the whole, print media are a smart choice for advertisers. They deliver good ROI, especially with frequency.

 

Source: inma article cross media study shows print advertising has the highest ROI.