New research from the Newspaper Association of America (NAA) reveals that 40% of consumers believe that newspapers provide the most trustworthy and believable advertisements - significantly more than television, radio or the internet.
Newspaper readers are highly engaged when reading the newspaper and rank newspaper media as a top media choice when making purchasing decisions on products and services, according to a Scarborough Research study of more than 4,500 respondents for the Newspaper Association of America. The study is part of the industry's multi-million dollar advertising campaign designed to "surprise advertisers with the truth" about consumer engagement with newspaper advertising and the growing reach of newspaper media.
According to the study, 62% of newspaper readers say they were solely focused on reading the newspaper and not distracted by any other activity. In addition, eight in ten (78%) said they used newspaper inserts to plan their shopping; and 76% said newspaper inserts helped them save money. Nearly nine in ten newspaper readers (86%) said they saw an item in an insert and then went to the store to buy the product. They also say newspapers provide the most trustworthy and believable advertisements (40%), compared with magazines (30%); television (23%); radio (18%) and the internet (16%).
The study also found that newspapers were present in the lives of even those who considered themselves to be non-readers. According to the study, one third (32%) 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, to check prices, or to use a coupon).
Among the other findings of the study:
- 55% of newspaper readers pick up the Sunday paper more than one time throughout the day;
- 48% pick up the weekday paper multiple times;
- Only 19% characterised newspaper ads as "intrusive", compared to 41% who said internet ads were intrusive, 38% for television, 25% for radio, and 21% for magazine ads;
- 64% said they would miss reading the newspaper if it was taken away.
The study's full results can be downloaded and viewed at the NAA's web site - click here (very large PDF document: 15Mb).