Newspaper advertising extends television’s reach

To effectively reach the target audience, many advertisers spread their advertising dollars across multiple media. By doing so, newspapers can greatly enhance an advertiser's media mix.

In many markets, advertisers look to their local television's news dayparts to reach the largest television audience. Depending on the time zone, this programming typically runs from 6pm and 8pm on weekdays and 6pm to 7pm on weekends. With more than 54 million newspapers sold daily and more than 58 million newspapers sold on Sunday, newspapers greatly extend the reach of this audience.

An average issue of a daily or Sunday newspaper significantly extends the reach of the local television audience. By adding just one newspaper to a TV buy, the reach for all adults increases from 50%* to 74%. On Sunday, the reach is increased from 33%* to 72%! If the goal is to reach more of your target audience...as it always is, couple newspaper advertising with your television buy and you’ll quickly realize the effectiveness of a multi-media campaign.

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.

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