NEWSPAPER ADVERTISING EFFECTIVELY TARGETS ALL DEMOGRAPHICS

Forty percent of Americans watch an average half-hour of prime time television. However, newspaper readership among all age groups and demographic levels is high. Fifty-four percent of Americans read a daily newspaper. For those ages 45-54, readership goes up to 59 percent and for those 65 plus, an amazing 71 percent read the newspaper. However, don't discount the younger audience -- forty percent of those 18-24 are reading the newspaper.**

Newspapers also reach every income level. If you're trying to reach upper-income households, you'll reach 63 percent of your target audience with the newspaper and 46 percent of lower income households also read the newspaper. And if you're message is targeted to those with a high school education, you'll reach 51 percent of adults through newspaper advertising, and 68 percent of those with post graduate degrees.**

Main news is the most widely read section (88%) among adult daily newspaper readers, according to the 2003 Scarborough Research. After main news, local news is read by 83 percent and sports by 60 percent (73 percent of men and 46 percent of women).

Among those with household incomes of $75,000+, 62 percent of adults read the business/finance section. Those with household incomes of $40,000 and under are most interested in main and local news.*

When developing a media plan, its important to be informed of the multitude of exposure opportunities that exist within the newspaper. Many newspapers have the capability to narrow your advertisement by zoning to specific neighborhoods or zip codes. Also, research what special sections are being published in the newspaper. You may find out that your target audience is reading the section, and noticing your ad.

*Scarborough Research, 2003
**Newspaper Association of America 2005 Planbook

This monthly newsletter is a service provided by Customized Newspaper Advertising. For more information on the newspaper advertising industry, please contact Chris Mudge, CNA Director at cmudge@cnaads.com.

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