Newspaper Reader Engagement

By Study conducted by Scarborough Research on behalf of the Newspaper Association of America (NAA)

Newspapers

"Research indicates that a majority of consumers use newspaper advertising to plan their retail shopping trips."

Date: 2006

Type of Promotional Material/Activity Tested: Newspapers

Sample Population:  Over 4,500 respondents (age 18 or older) 

Study Method:  Field study done over a 4 week period in late 2005 featuring a 20 minute questionnaire designed to assess readers’ engagement with the newspaper.

Metrics:  Newspaper readership and perception and use of newspaper advertising

Top Line Results:
 

• 72% of respondents say they enjoy reading the newspaper, 68% feel better informed after reading, and 57% feel it is a good use of their time.
  
  
• 62% of respondents are focused on reading the newspaper and are not engaged in other activities at the same time.
  
  
• Close to three-quarters of readers have a favorite section – local news and sports sections lead the way.
  
  
• More than 50% of respondents find newspaper ads useful.  They say that newspaper ads are a less intrusive form of advertising (19%) compared to online ads (41%) and television commercials (38%).
  
  
• 40% find newspapers to be the leading source for trustworthy, believable ads, compared to 30% for magazines, 23% for TV, 18% for radio and 16% for web ads.
  
  
• Women use newspapers more than do men in a bid to save money and plan shopping trips.  Women are also more likely to save ads for future reference.
  
  
• Newspaper inserts have a very high engagement rate:
  
  • 78% of readers use them to plan shopping.
  • 86% saw an item and then went to the store and purchased that item.
    
    
• Readers have a high opinion of newspaper inserts with nearly three-quarters saying that they help to save money, are actively sought out, and used as a source of sales.
  
  
  How Inserts Are Used
  

  Saved insert as a reminder to visit store	85%
  Price comparison	85%
  Clipped coupons	80%
  Resulted in trip to store for unplanned purchase	74%
  Gave insert to a family or friend	69%

  
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• Adults who say they do not read newspapers are in fact engaged in newspaper advertising.  More than 30% of “non-readers” used the newspaper in the past week to check local store sales, compare prices, clip a coupon, or to check the classified ads.

Take Away:  This research is consistent with and supports the findings of the Vertis Customer Focus research that indicates that a majority of consumers use newspaper advertising to plan their retail shopping trips.

Complexity rating of original source:  1
(Complex statistical analysis scale:  1= none, 2= moderate, 3 = difficult)

Source: Newspaper Reader Engagement, NAA