Six in 10 Consumers Still Rely on Newspaper Ads

US consumers say they rely on newspaper advertisements more than ads in any other medium when they are planning, shopping and making purchase decisions, according to early results from a study commissioned by the Newspaper Association of America, conducted by MORI Research.

Other media, including the internet, trailed newspapers by 20 percentage points as the primary medium for checking advertising, the study found.

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The research, part of a series entitled “American Consumer Insights,” also examined the effect newspaper advertising has on consumer shopping and spending patterns. It found that nearly six in 10 adults (59%) identify newspapers as the medium they use to help plan shopping or make purchase decisions.

Among respondents who say they “took action” as a result of newspaper advertising:

• 61% clipped a coupon
• 50% bought something
• 27% tried something for the first time

Data also revealed that 73% of adults regularly or occasionally read newspaper inserts, and 82% have been spurred to action by a newspaper insert in the past month.

“Newspaper advertising remains the most powerful tool for advertisers who want to motivate consumers to take action,” said NAA President and CEO John Sturm.

In contrast to the NAA’s survey findings, a recent study by Harris Interactive put newspaper ads behind TV ads as the most helpful to consumers in making purchase decisions.

About the survey: MORI Research conducted this phone and internet survey of more than 3,000 adults for the Newspaper Association of America. Findings discussed in this article represent early data from the survey. Full results will be available in the Fall of 2009.

Comments

[Joe:]

That the NAA would produce such "surveys" is understandable.
However, looking forward to Xmas advertising this year it is easy
to see some problems ahead. Xmas 2008 was a matter of
"management by surprises and experiences" by many in the
retail sector. Many had to start with discount sales weeks before
Xmas. And hence the "shocking" stories in January and February
about declining ad revenue.
As the same economic situation exists, if it's got no worse for
consumers since then, retailers will have to mind their pricing
strategies - and hence be careful with ad expenses. (On top
of that: consumers have changed behaviour, many have the
patience to wait for discount by now, for instance.)
In other words: the experience with ad campaigns and ad
expenses is likely to be repeated (for those not careful in that
sector). And one could continue with many more caveats and
arguments.

Aug 04 04:00 AM

[rrtzmd:]

..."a study commissioned by the Newspaper Association of America, conducted by MORI Research"...HAW!!...yeah, right!...MORI manager: let's see -- tell them what they want to hear and get more contracts in the future...orrrrr -- tell them the truth and never see another dime from them...aw, gee -- this is going to take some time to figure out...

Aug 04 12:00 PM