According to MORI Research, 59% of adults identify newspapers as the medium they use for planning, shopping and purchase decisions: 73% of adults regularly or occasionally
read newspaper inserts
82% of those surveyed said they "took action"
as a result of newspaper advertising, including ...
Other media trails 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.
According to preliminary data from MORI Research who conducted this phone and Internet survey of more than 3,000 adults for the Newspaper Association of America.
From McClatchy-Tribune Information Services...
Seven myth-busters about newspapers
The newspaper media -- print and digital -- will emerge from the current environment an even stronger multi-platform force. Here are some reasons why based on common myths about the industry.
Myth: No one reads newspapers anymore.
Reality: More than 104 million adults read a print newspaper every day, more than 115 million on Sundays. That's more people than watch the Super Bowl (94 million), "American Idol" (23 million) or that typically watch the late local news (65 million).
Myth: Young people no longer read newspapers.
Reality: 61 percent of 18- to 24-year-olds and 25- to 34-year-olds read a newspaper in an average week and 65 percent of them read a newspaper or visited a newspaper Web site in the past week.
Myth: Newspaper readership is tanking.
Reality: Average weekday newspaper readership declined a mere 1.8 percent between 2007 and 2008, and about 7 percent since its peak in 2002. Compare that to the 10 percent decline seen in the prime time TV audience in 2007 alone. Meanwhile, newspapers' Web audience has grown nearly 75 percent since 2004, to 73 million unique visitors a month.
Myth: Many newspapers are going out of business.
Reality: Newspapers, as individual businesses, by and large remain profitable enterprises -- with operating margins that Wall Street analysts estimate will generally average in the low- to mid-teens during 2009. While that may be down from historical highs, such margins would be the envy of many other industries today.
Myth: Newspaper advertising doesn't work.
Reality: Google's own research shows that 56 percent of consumers researched or purchased products they saw in a newspaper.
Myth: There are no creative options in newspapers.
Reality: Newspaper advertising options have exploded and now include shape and polybag ads, post-it notes, "we prints," shingle spadeas, scented ads, taste-it ads, glow-in-the-dark, belly bands and temporary tattoos, as well as event and database marketing, behavioral targeting, e-mail blasts, e-newsletters and more.
Myth: If newspapers close, you will still be able to get news from other sources.
Reality: Newspapers make a larger investment in journalism than any other medium. Most of the content from "aggregators" and other media originated with newspapers.
Seven myth-busters about newspapers
The newspaper media -- print and digital -- will emerge from the current environment an even stronger multi-platform force. Here are some reasons why based on common myths about the industry.
Myth: No one reads newspapers anymore.
Reality: More than 104 million adults read a print newspaper every day, more than 115 million on Sundays. That's more people than watch the Super Bowl (94 million), "American Idol" (23 million) or that typically watch the late local news (65 million).
Myth: Young people no longer read newspapers.
Reality: 61 percent of 18- to 24-year-olds and 25- to 34-year-olds read a newspaper in an average week and 65 percent of them read a newspaper or visited a newspaper Web site in the past week.
Myth: Newspaper readership is tanking.
Reality: Average weekday newspaper readership declined a mere 1.8 percent between 2007 and 2008, and about 7 percent since its peak in 2002. Compare that to the 10 percent decline seen in the prime time TV audience in 2007 alone. Meanwhile, newspapers' Web audience has grown nearly 75 percent since 2004, to 73 million unique visitors a month.
Myth: Many newspapers are going out of business.
Reality: Newspapers, as individual businesses, by and large remain profitable enterprises -- with operating margins that Wall Street analysts estimate will generally average in the low- to mid-teens during 2009. While that may be down from historical highs, such margins would be the envy of many other industries today.
Myth: Newspaper advertising doesn't work.
Reality: Google's own research shows that 56 percent of consumers researched or purchased products they saw in a newspaper.
Myth: There are no creative options in newspapers.
Reality: Newspaper advertising options have exploded and now include shape and polybag ads, post-it notes, "we prints," shingle spadeas, scented ads, taste-it ads, glow-in-the-dark, belly bands and temporary tattoos, as well as event and database marketing, behavioral targeting, e-mail blasts, e-newsletters and more.
Myth: If newspapers close, you will still be able to get news from other sources.
Reality: Newspapers make a larger investment in journalism than any other medium. Most of the content from "aggregators" and other media originated with newspapers.
