I recently had a customer tell me that he stayed from newspaper advertising because “This indicates newspapers are on a downward slide and don’t get viewed like they used too.” Ouch!
As someone in the commercial, which was tough to hear. Luckily, my friends, that isn’t a precise assessment. Newspapers remain an electric house in advertising. Not saying that internet marketing and other technologically driven marketing has not changed the way we spend our advertising budget. However, many marketing plans are seriously lacking by leaving out newspaper advertising all together.
With hundreds of television channels, 1000s of magazines and an incredible number of web sites, channel proliferation has definitely changed the way advertisements are presented. With the endless number of “opt-out” possibilities to viewers, including, DVRs, commercial-free satellite radio, pool result national “don’t call” lists, web firewalls and blockers, etc., getting the advertisements viewed has become a bigger challenge than ever before. Newspapers however remain an “opt in” medium, a spot where consumers actively seek out advertisements as opposed to avoid them. Newspaper advertising remains a destination not really a distraction. In reality, newspapers were the final place consumers would choose to remove advertising, based on Yankelovich Research, 2004.
According to NAA’s (Newspaper Associate of America) Business Analysis & Research Department, 48% of adults read a newspaper on an average weekday. That number increases to 54% on an average Sunday. In reality in a MORI study of “How America Shops & Spends,” newspaper ads ranked highest as the kind of ad that consumers look forward to reading. When is the final time you heard someone claim that of a Pop-Up ad?
Not only do consumers actively try to find and look forward to ads in the newspaper, they really trust them more. Due to 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 grade 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. According to 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 connection with people that advertisers want to attain; people that have higher incomes, higher education and those that are willing to buy. Newspapers are constantly impacting buying decisions and product usage. They’ve proved to keep steady in a changing world, and have earned their status while the premier medium for advertisers.