The other day I posted about a Columbia Journalism Review study, which worked out that 88% of newspaper reading time (as opposed to no of readers) was in print. I added a few ifs and buts, including looking at the fact that reading online and on paper is different, but it was a reminder not to write print off just yet.
On the heels of the CJR study comes another survey, from the Newspaper Association of America (source, marketing charts). The NAA - hardly an unbiased spectator - said that the survey showed that newspapers are far and away the primary medium for checking advertising (see above). In contrast to a number of other studies like a recent Harris one, the NAA also put Internet advertising above TV.
Actually I have a slightly different interpretation of this study, based on what seems to have been asked here.
For me "checking advertising" implies something proactive, hence the survey includes stats like the % that clipped coupons (61%). To me it says, "I want a new job (or car etc)", let's check the ads. And sure, newspapers and online will come first when that's the motivation.
So when NAA boss John Sturm says, "newspaper advertising remains the most effective tool for advertisers who want to motivate consumers to take action", that might or might not be true. What the survey does provide is a proof point that targeted vertical print advertising seems to work - so car ads in car magazines, ads for garden sheds in garden magazines and so on.
- Chronicle Of A Death: Newspaper Advertising Hit Hard (marketingvox.com)
- Worst quarter for newspapers: Sales dive $2.6B (newsosaur.blogspot.com)
- CHART OF THE DAY: The End Of Newspapers (financegeek.com)
- IAB: Online Ad Spending Fell 5 Percent In Q1; First Drop In Several Years (paidcontent.org)
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