Reach your targeted audience with newspaper inserts…

Newspaper insert advertising, or preprints, is a rapidly growing, highly successful means of marketing products and services. Eighty-three percent of adults regularly or occasionally read newspaper inserts and 88 percent report reading them as much or more than a few years ago. Adults compare the experience of perusing an insert with that of going to a mall…a variety of options in one location.

Preprint readers, primarily women 25-34, keep their newspaper inserts for a minimum of three days and up to one week. There is an above-average readership of inserts among regular shoppers and Mid-Westerners. While Sunday is the number one day of the week for insert readership, it is followed closely by Wednesday, Friday and Saturday. Sixty-five percent of adults consider Sunday insert reading a part of their weekend routine. Saving time by comparison shopping at home and saving money by identifying lower prices are among the key benefits cited by newspaper insert readers.

Newspapers offer advertisers many options for reaching consumers with effective messages that build long-term awareness and create an immediate call-to-action. When inserts are combined with a frequency-building campaign of ROP (run of press) ads, newspapers reach 90 percent of adults who use one or both.

An average of 80 percent of people have forgotten a message within 24 hours of hearing it. By combining the immediacy of ROP newspaper ads and the portability of newspaper inserts, advertisers can achieve top-of-mind awareness and call-to-action.

Resources:
2006 NAA Planbook
NAA; How to Make Your Preprints More Effective

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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