Consumers rely on newspapers to save them money

Before consumers go shopping, whether it be for a big-ticket item like a new car, or their weekly trip to the grocery store, they take time to research sales through ads and coupons.

Almost two-thirds of adults say they actively check newspaper ads for shopping ideas, sales and comparison shopping. Seventy percent of all adults are considered regular or occasional newspaper advertising readers.*

The newspaper is beneficial to consumers in ways that are unlike any other advertising medium. Newspapers have the ability to target potential customers geographically and psychographically to reach the most likely buyers. Advertising during the week allows businesses to target consumers when they are in the market to buy.

Sunday newspaper inserts also play a major role in helping consumers plan their shopping. More than half of all adults surveyed said they use advertising inserts that are packaged with the Sunday newspaper.*

Consumers feel that inserts offer convenience, predictability and accurate information. Sixty-five percent of consumers check newspaper inserts on a regular basis because they know they will be included in the newspaper each week.*

By combining the frequency of newspaper ads and inserts, an advertiser can reach 90% of adults who use one or the other or both.*

Source: *Newspaper Association of America, 2005 Newspaper Advertising Planbook

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 cna@cnaads.com.

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