Newspapers engage the consumer

To an advertiser, engaging its target audience is critical. Engaging the audience is more than simply exposing them to an advertising message. It means increasing the effectiveness of the advertising message by placing it in a medium that involves its audience. An engaged medium has the power to hold audience attention longer and increase the odds that advertising will have optimal impact.

To many newspaper readers, the advertising in their newspaper is as important to them as the editorial content. According to Scarborough Research sixty-two percent of newspaper readers are solely focused on reading the newspaper and are not distracted by any other activity. Scarborough also discovered that eight in ten respondents said they used newspaper inserts to plan their shopping and nine in ten went to the store to buy the product they saw in the newspaper insert…that’s engagement.

According to Scarborough Research newspapers are even part of the lives of those who consider themselves non-readers. One third of those who said they did not read the newspaper within the past week did use the newspaper for other things, such as to check the sale ads, the price of items and looking for coupons.

Sixty-eight percent of readers say they feel better-informed after reading the newspaper. Newspaper advertising has never been stronger in its ability to target and engage consumer and keep the reader informed.

Resources:
Newspaper Association of America 2007 Planbook
Scarborough Research Engagement Study 2005

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

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