Posted tagged ‘newspaper advertising’

Google Research confirms: Newspaper advertising works!

May 13, 2008

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… ”

Print newspaper ads drive online traffic, purchases

May 5, 2008

According to the Newspaper Association of America, new consumer research conducted by Clark, Martire & Bartolomeo and commissioned by Google, 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.
John F. Sturm, NAA president and CEO, said “…newspaper advertising is incredibly effective in motivating consumers to make a purchase. This new study… demonstrates that print ads also drive people to  conduct additional product research online.”
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.
• 42% of respondents purchased at least one product
• 47% of those who responded to a newspaper ad by going online went directly to a URL they
saw in the advertisement:
• 31% chose to use a search engine
• 72% of those who responded to a newspaper ad by searching Google are likely to make a purchase
• 71% visiting a store are likely to make a purchase
Spencer Spinnell, head of Google’s Print Ads program, said, “The results of the study confirm… (that) consumers’ exposure to advertising messages across mediums influences their subsequent research and purchasing behavior… Newspaper advertisements drive readers to the Web, where they search, find and obtain products… “
In addition, the use of newspapers and the Internet reinforces consumer confidence:
• 48 percent of respondents said that seeing a product in the newspaper after seeing it online
would make them trust the product more and be more likely to purchase
• 52 percent of that group said they would be more likely to purchase the product
Overall, nearly 30 percent of Internet-using newspaper readers went online to research at least one product that they saw in the newspaper (on average, they researched nine). The majority of respondents, however, noted that newspapers are more useful than the Internet for:
• Learning about promotions – 68% rated it very useful (42% said so for the internet)
• Deciding where to buy (54% vs. 45%) and when to buy (43% vs. 30%)
For more information, please go to the NAA Web site (naa.org).

—-Arkansas Publisher Weekly

Survey verifies importance of newspaper advertising

January 14, 2008

When consumers need to make an informed choice for shopping, they rely on newspapers nearly 3 times more than the nearest media option (Newspapers 44.3%, TV 18.9%) (Rural areas..aka weeklies – 48.9%, TV 17.2%)

More than any other medium, when consumers want information on home products, hardware, grocery (45.8), electronics, furniture, real estate, new vehicles, what is on sale or local events (43.1), they turn to the newspaper. Overall, it is THE one source they rely on most for advertising. Not surprisingly, over half of all females polled showed they prefer newspapers for advertising.

Grocers beware. Consumers by a wide margin (66%) depend on newspapers, or inserts, to do their shopping.

What is on sale? Most Missouri consumers, (53%), check a newspaper, or an insert, to find out. That number jumps to 60% for females.

Unlike some media, whose advertising message may be gone in 60-seconds, Newspaper has staying power. Over 1/3 of people who read a weekly newspaper, keep it around for a week or more (dailies tend to be kept for four days). On average a weekly reader will keep a paper for just over four days and the majority (62.6%) of papers are read by more than one person in the household.

While facing at least 1,000 advertising impressions each day, isn’t it nice to know that newspaper readers are committed? Almost half (46.5%) admit they read the entire paper thoroughly. Plus, many read, and re-read, the paper giving advertisers multiple opportunities to impress. Just when you thought the news couldn’t get better, these people then pass the paper to their spouse, significant other, or child. Newspaper Advertising. It pays to be seen.

Daily newspaper readers tend to be interactive. Over 63% are aware of their local newspapers website and nearly all of those people have visited it.

How important is Newspapers in Education (NIE)? A recent study showed that over 33% of those people that do not attained a high school education also do NOT read the newspaper. (Double Check this stat)

Over 74% of newspaper readers earn $25,000 or more annually.

The older a Missourian gets, the more likely they feel like newspapers cover the community better. Weekly readers in particular feel they get their local news from newspapers.

71% of those female weekly newspaper readers polled have home delivery. They also ALL read the paper. Dailies are read at a 96.8% clip.

Female readers (weekly) read inserts at a 54% clip.

Oddly, while newspaper web sites have minimally changed readership habits, it has also sparked slightly higher subscriptions (minute numbers, but interesting).

Are you paying attention to what is going on Jefferson City? Your readers are. 67% (71% female) voted in the last election.

Interesting numbers in that the mean age is 45, income is $62,000 and almost 2/3 of the respondents have no kids at home.
–Pulse Research Statewide Market Survey May 2007.