In 2015, a comscore compiled the opinions of 5,000 consumers in the pulse online shopper survey. Of those consumers 93% of shoppers said they prefer local and small retailers. In a separate survey taken between July and August 2014 Pew Research determined that the Local Newspaper was the highest source of news for most people. Both of these findings are especially promising news for advertisers in the wake of advertising fatigue and ad blocking woes that are affecting a number of digital campaigns.
3 Key Findings about the effectiveness of Newspaper Advertising
Look at ads longer and actively looking for advertising
In contrast to online advertising that most people actively avoid newspaper readers actively look for advertisements in newspapers because they are interested and engaged into finding deals. While a person may not be looking for any one deal specifically local newspaper readers are looking to find valuable coupons and bargains. Which means they are already in the right mode to notice any compelling ad. Because the audience is in complete control of when,and how long they are viewing an ad in print, studies have found that people are actually more likely to view print ads longer. It has also been found that print readers are also more likely to remember content better them better than that they might see on a digital device.
Greater increase in purchasing behavior
Multiple studies conducted between 2007 and 2015 determined that “ Print advertising led to the greatest increases in the metrics closest to purchasing behavior: brand favorability and purchase intent. Print ad exposures generated lifts that were 7% points higher than those for online and 3% points higher than those for TV.” Magazine.org
High Income and Active consumers
Nelson reports that the majority of households with incomes of 100k or more read print newspapers. (82% ) USA Today also lists 12% of the readers earning 200K or more a year, with an average monthly credit card spend of at least $2000 a month. USA Today now includes inserts in 35 local papers across the country and has a combined circulation of more than 1.5 million on weekdays and more than 2.5 million on Sunday.