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Newspapers
Newspaper Reader Engagement
Study conducted by Scarborough Research on behalf of the Newspaper Association of America (NAA)
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Research indicates that a majority of consumers use newspaper advertising to plan their retail shopping trips.
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Date: 2006
Type of Promotional Material/Activity Tested:
Newspapers
Sample Population:
Over 4,500 respondents (age 18 or older)
Method:
Field study done over a 4 week period in late 2005 featuring a 20 minute questionnaire designed to gauge readers’ engagement with the newspaper.
Metrics:
Newspaper readership and perception and use of newspaper advertising
Top Line Results:
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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.
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62% of respondents are focused on reading the newspaper and are not engaged in other activities at the same time.
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Close to three-quarters of readers have a favorite section – local news and sports sections lead the way.
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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%).
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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.
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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.
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Newspaper inserts have a very high engagement rate:
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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
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Saved insert as a reminder to visit store
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85% |
| Price comparison |
85% |
| Clipped coupons |
80% |
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Resulted in trip to store for unplanned purchase
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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)
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