1. Specialty Newspaper supply credibility
Consumers trust and believe specialty newspaper advertising more than advertising in most media.
2. Newspapers influence influentials
Newspaper are the medium “Influential People” – the one in ten consumers who control the levers of change – turn to the most for making purchase decisions and recommendations.
3. Specialty Newspaper audiences accumulate faster than you think – and with lasting impact
The average newspaper accumulates approximately 60% of its audience within a month’s time. In addition, consumers refer to specialty newspapers multiple times, even saving them, giving advertisers the opportunity for added exposure.
4. Specialty Newspaper advertising is relevant and targeted
Consumers consider specialty newspaper advertising more relevant than daily newspapers. With a range of titles that appeal to a wide variety of demographics, lifestyles and interests, advertisers can hone in on targets that fit their needs.
5. Specialty Newspapers provide reach to the most desirable consumers
Across almost every demographic, the top 25 newspapers out deliver the top 25 TV shows. In addition, heavy newspaper readers are likely to be among the highest spenders across most product categories.
6. Specialty Newspaper advertising sells
Dynamic Logic discovered that, when comparing newspapers, the Internet and TV, newspaper advertising was the most powerful medium in increasing purchase intent. Newspaper s, in a media mix that included online and TV, contributed 67% of the total increase in purchase intent (9.0% of a total 13.5% shift).
7. Specialty Newspaper advertising improves advertising ROI (Return On Investment)
Multiple studies have demonstrated that allocating more money to newspapers in the media mix improves marketing and advertising ROI across a broad range of product categories.
8. Specialty Newspaper advertising moves readers to action
More than half of readers took action on specialty newspaper ads or had a more favourable opinion about the advertiser, according to research from Affinity Research.
9. Specialty Newspaper advertising engages
Multiple studies show that consumers are more likely to find specialty newspaper advertising acceptable and enjoyable compared to advertising in other media. In addition, they find specialty newspaper advertising less interruptive.
10. Specialty Newspaper advertising is considered valuable content
Consumers value newspaper advertising, according to numerous studies. Starcom found that when readers were asked to pull ten pages that best demonstrate the essence of their favourite newspapers, three out of ten pages pulled were ads. MRI data show that consumers trust and value newspaper advertising. These studies’ findings reinforce the Northwestern University Newspaper Reader Experience Studies results (USA), in which advertising-related experiences increased specialty newspaper usage.
*Source: Northwestern University Newspaper Reader Experience Studies is a comprehensive reference source for information about consumer magazines and specialty newspapers.
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