Online newspaper users are more likely to contact advertisers

Sixty-seven percent of adults (140 million people) are now online, including 57 percent who go online at home.* Online spending continues to increase. It is estimated that online spending will grow at a faster rate than total media spending in the U.S. through 2007. **

There are now more than 1,500 U.S. daily newspapers, and thousands of weekly newspapers, that have launched online editions. Online newspaper users are brand loyal. Because of the medium’s credibility, online newspaper users have said they are more likely to contact the advertisers that appear in newspaper sites than those that appear in other news sites.**

A marketing combination that includes print and online classified advertising allows the advertiser’s message to effectively reach qualified leads creating a demand for the advertiser’s product or service.

There are many benefits of online advertising. Online ads are completely searchable by keywords. This allows the target audience to easily access your information. Online advertising can be customized with color, links and an extensive gallery of photos. Relevant classified advertising can even be e-mailed directly to the consumer based on his or her search preferences. Newspaper websites reach local audiences. They also serve web users who are moving into the area and are seeking information about homes, jobs and other categories.

If you have a research-related question that you would like answered, e-mail Jody Ehm at jehm@cnaads.com.

Source:
* Media Post, The Center for Media Research, April 2005
**Newton Marketing & Research, December 2003

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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