According to early data from MORI Research, announced by the Newspaper Association of America, 59% of adults identify newspapers as the medium they use for planning, shopping and purchase decisions, making newspapers the leading advertising medium cited by consumers for these activities.
NAA President and CEO, John Sturm, says “… while new technologies have their place in any total marketing program… newspaper advertising remains the most powerful tool for advertisers who want to motivate consumers to take action… ”
In a series entitled “American Consumer Insights,” early results indicate:
- 73% of adults regularly or occasionally read newspaper inserts
- 82% have been spurred to action by a newspaper insert in the past month
While 82% of those surveyed said they “took action” as a result of newspaper advertising, including:
- Clipping a coupon (61%)
- Buying something (50%)
- Visiting Web sites to learn more (33%)
- Trying something for the first time (27%)
Preliminary data also reveals that other media trailed well behind newspapers as the primary medium for checking advertising. The closest competitor, the Internet, trailed newspapers by 20 percentage points, direct mail gained a 14% response in the survey, and television was cited by only 8% of respondents.
| Primary Medium for Checking Advertising (2009) | |
| Medium | % of Respondents |
| Newspapers |
41% |
| Internet |
21% |
| Direct mail |
14% |
| Television |
8% |
| Catalogs |
6% |
| Magazines |
3% |
| Radio |
2% |
| None of these |
5% |
| Source: MORI Research/NAA, July 2009 | |
