NEWSPAPER ADVERTISING EFFECTIVELY TARGETS ALL DEMOGRAPHICS

Does your marketing plan speak to the general public or does it specifically target men or women? Regardless of your message, it is crucial to know how to target a specific audience to ensure positive results during and following a media campaign.

When trying to reach men, media planners and buyers may turn to ESPN. When trying to reach women, airtime on Lifetime and HGTV may be purchased. But newspapers can reach a targeted group of people just as broadcast advertising can.

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. For newspapers nationally, 47% of adults 18-24 and 74% of adults 65+ read the Sunday newspaper.

Newspapers also reach every income level. If you're trying to reach upper-income households, you'll reach 61% of your target audience with the daily newspaper. Or if you're message is speaking to those with a high school education, you'll reach 50% of adults through newspaper advertising.*

In Iowa, readership is even stronger. Eighty six percent of all Iowans read their local newspaper. Of those people who regularly read the newspaper, 99% of them read the main news section and 88% of them read display ads.**

On a national scope, main news is the most widely read section (87%) among adult daily newspaper readers, according to Scarborough Research 2004 Release. After general news, local news is read by 83 percent of adults, followed by sports with readership among adults of 60 percent.*

Among those with household incomes of $75,000+, 62 percent of adults read the business/finance section and 89 percent read main news. While main news is also the most likely read section among readers with household incomes of less than $40,000 (85%), this demographic is also heavy readers of classified advertising (58%) and food/cooking sections (58%).*

When developing a media plan,consider the many targeting opportunities that exist with newspaper advertising. Many newspapers have the capability to directly reach your demographic target audience by zoning to specific neighborhoods or zip codes. Also, special sections are available in many newspaper to target your audience.

*Newspaper Association of American 2006 Planbook

**Newton Marketing & Research, Dec.,2003

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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