The use of newspapers is a widely used medium of advertisement in the world. It is ranked as a top media choice when making purchasing decisions on a certain product or service, according to a Scarborough Research of more than 4,500 respondents for the Newspaper Association of America. This study is part of the industry’s multi-million dollar advertisement campaign designed to surprise advertisers with the truth about consumer engagement with the newspaper advertising and the growing reach of newspaper media (Owens, 2006)
Newspaper readers also believe that newspapers provide the most trustworthy and believable advertisements (40%), compared with magazines (30%); television (23%); radio (18%) and the internet (16%). Newspapers help the advertiser to maximize the return by reaching consumers who will almost involve themselves with the advertising message (Owens, 2006).
The study also shows that newspapers were present in the lives of those who considered themselves “non-readers.” According to the study, one third (32 percent) of those who said they did not read a paper in the past seven days said they actually “used” a newspaper in some manner – mostly to check for sales, price items or to use a coupon (Newspaper Association of America, 2006).
References
Owens, S. (2006). 'Newspaper engagement study shows newspapers ads are integral, desired part of newspaper content'. Newspaper Association of America. Retrieved on 28th November, 2010, from http://www.naa.org/
Newspaper Association of America (2006). Newspaper reader engagement. Retrieved on 28th November, 2010 from http://www.naa.org/
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