Advantages of Newspaper Advertising

The way in which consumers read a newspaper varies from print to online and smartphones.  With more than 169 million U.S. adults reading a newspaper product each month, newspapers, in any format, are an important vehicle to reach an audience that is highly desirable to advertisers.

The advantages of newspaper advertising are wide-ranging:

  • REACH: More than 70% of U.S. Adults read a newspaper product each month.
  • ENGAGEMENT: Readers are highly engaged with newspapers in print, online, smartphones and tablets because they value the news, advertising and local feature coverage.79% of newspaper users acted on a newspaper ad in the past month.
  • TARGETING OPTIONS: One of the strong benefits of newspaper advertising is that newspapers offer a variety of ways to target a particular audience.Whether it’s zoning inserts by zip code and using a niche publication to target a certain ethnic group or behaviorally targeting a certain group through a newspaper’s digital property, newspaper products offer a wide range of products to target any audience an advertiser is looking to reach.
  • CONVENIENCE: Newspaper companies offer their readers a variety of platforms to choose from in how to receive their news and advertising content.Readers place a high value on the ability to consume newspapers in the format that is most convenient and useful depending on the time and place.

Another advantage of newspaper advertising is that newspaper readers are the demographic group that advertisers are looking to reach.  Over 70% of U.S. adults with an income over $100k read newspaper content.  Over 75% of U.S. adults with a college degree access newspaper content each week.  With newspaper advertising, brand messages can reach an affluent, educated audience who is ready to be swayed by your message in either print or digital formats.

Sources:  2017 News Media Alliance Playbook; NAA; Coda/Tria Newspaper Insert Study; American Opinion Research; Coda/Triad Generation Study; Nielsen National Cross-Media Engagement Study; Scarborough USA (2017); Reuters Institute (June 2017); Morning Consult (September 2017)

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