Newspapers help consumers in the market to buy products…

Consumers place great value on their newspaper as a shopping guide. So, it should come as no surprise that newspapers are the primary advertising source for consumers shopping various types of stores. From the purchase of big-ticket items to weekly trip to the grocery store, consumers take time to research sales through ads and coupons.

Newspaper readers routinely scan advertising when paging through the newspaper. Sixty-seven percent of readers say they usually glance at ads when reading the newspaper, and another 21 percent look at the ads when they are planning to shop.

Eighty-seven percent of newspaper readers look at preprinted inserts. Those readers divide almost equally between those who look through most inserts in the paper (40 percent) and those who look only at inserts from stores in which they regularly shop (44 percent).

Consumers’ experience with newspaper advertising is different then with any other medium. Newspaper ads are hard to miss, yet not intrusive. They can be scanned quickly or studied thoroughly, depending on the needs of the reader, who remains in control of the experience. t.

Consumers rank newspapers first as the source most used to check ads, most valuable in planning shopping, most valuable for bringing sales to the readers attention, easiest to compare prices and most believable. More than half of consumers used newspapers in the past seven days to help plan shopping trips or make purchasing decisions, as did 71 percent over the past 30 days.

Newspaper advertising allows businesses to reach the majority of consumers when they’re in the market for their next purchase.

Resources:
NAA 2008 Planbook
MORI Research: “How America Shops and Spends”

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 cna@cnaads.com.

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