Demographically Speaking

The ideal advertising campaign uses a mix of mediums to effectively reach the right demographic and lifestyle target, with the right message, at the right time. Is finding the ideal media mix your goal? While no medium is all things to all advertisers, newspapers can play a critical role in reaching your target audience. Consider this…

Newspapers reach:*

91% of people who are likely to purchase a new automobile or pick-up in the next 12 months
86% of people who are likely to eat out or purchase food for take-out
88% of people who plan to take an out-of-state vacation within the next twelve months
92% of parents whose children, still living at home, plan to attend college in the next 2-3 years
85% of adults 18-24
86% of adults 25-54
89% of those who vote in elections
89% of farmers and ranchers

Eighty-nine percent of Iowans read their local newspaper. Eighty-eight percent read the advertising in their newspaper. And, in almost all cases, Iowans say they refer to their local newspaper prior to making purchasing decisions.

Successful marketers use the strengths of each medium to most effectively reach the target audience. If your marketing and advertising goals call for utilizing the medium that most effectively reaches your demographic target, give newspaper advertising a try.

Source: *Newton Research 2003, study based on Iowa consumers

This monthly newsletter is a service provided by Customized Newspaper Advertising. For more information on the newspaper advertising industry, please contact Jody Ehm, CNA Marketing & Research Manager at jehm@cnaads.com.

To subscribe, please send an e-mail to jehm@cnaads.com and your name will be added to our subscription list.

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