Google Research confirms: Newspaper advertising works!

Among people who research products and services after seeing them advertised in newspapers, 67 percent use the internet to find more information, and nearly 70 percent of them actually make a purchase following their additional research.

This is according to the Newspaper Association of America and new consumer research conducted by Clark, Martire & Bartolomeo and commissioned by Google.
John F. Sturm, NAA president and CEO, said “…newspaper advertising
is incredibly effective in motivating consumers to make a purchase.”

Among internet-using newspaper readers:
• 56% researched or purchased at least one product they saw advertised
in the newspaper in the previous month.
• 44% researched at least one product; 48% of them visited a store; 23% called a store; 23% asked a friend.
• 47% of those who responded to a newspaper ad by going online went directly to a URL they saw in the advertisement.

Spencer Spinnell, head of Google’s Print Ads program, said, “Newspaper advertisements drive readers to the web, where they search, find and obtain products… ”

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