MarketingProfs

MediaBuyerPlanner: Readers rank newspaper media as a top media choice when making purchasing decisions on products and services, according to a Scarborough Research study sponsored by the Newspaper Association of America and based on more than 4,500 respondents.
The study is part of the industry’s multi-million dollar advertising campaign designed to “surprise advertisers with the truth” about consumer engagement with newspaper advertising. The campaign is needed at a time when newspaper circulation is dropping – it fell 2.5 percent in the six-month period ending in March, according to the Newspaper Association of America’s analysis of data released.
According to the Scarborough Research study, 62 percent of newspaper readers say they were solely focused on reading the newspaper and not distracted by any other activity. In addition, eight in 10 (78 percent) said they used newspaper inserts to plan their shopping; and 76 percent said newspaper inserts helped them save money. Nearly nine in 10 newspaper readers (86 percent) said they saw an item in an insert and then went to the store to buy the product.
Newspaper readers also say newspapers provide the most trustworthy and believable advertisements (40 percent), compared with magazines (30 percent); television (23 percent); radio (18 percent) and the Internet (16 percent).
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