Joe

Six in 10 Consumers Still Rely on Newspaper Ads

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.