Newspaper advertising delivers consumers with the most buying power

Advertisers want to target consumers with more buying power and newspaper readership increases for adults with higher incomes, more education and more job responsibility.* More than any other medium, the newspaper successfully targets business leaders.

According to The Media Audit, 36 million adults regularly read the business news section of their newspaper. The Media Audit surveys 87 metro markets with a population of more than 137 million. Bob Jordan, president of International Demographics, said “Most of these markets are served by just one daily newspaper and that means advertisers can reach the business news section readers with just one media buy.” **

Among business news section readers, 58% are male and 42% are female. Fifty-eight percent of readers are between the ages of 18-54 and 48% have one or more degrees compared to 35% of the general population.**

Business news section readers also have more disposable income, making them the ideal audience for most advertisers. More than 54% have annual household incomes of $50,000 or more, 35% have incomes of $75,000 or more, 22% have $100,000 or more and ten percent earn more than $150,000 annually.**

Areas in which business news section readers index well over 100 (the average for all adults in the survey) include: affluent empty nesters (age 45+), index 167, market value of home, $500,000 or more, index 156, traded stocks/bonds during the past year, index 177, liquid assets of $250,000+, index 197**

Source: *Newspaper Association of America, 2005 Newspaper Advertising Planbook **MediaPost, Center for Media Research Brief, July 27, 2005.

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.

ARCHIVES: VIEW PAST ISSUES OF IREACH