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Jeff Sigmund
Communications Manager
(571) 366-1088
Jeff.Sigmund@naa.org

June 09, 2008

WHAT: Research conducted by Clark, Martire & Bartolomeo and commissioned by Google indicates that consumers frequently combine use of newspapers and the Internet to evaluate and make purchases. The full report and executive summary are now available on NAA’s Web site.

HIGHLIGHTS: According to the study, among people who research products and services after seeing them advertised in newspapers, two-thirds (67 percent) use the Internet to find more information. Of that group, nearly 70 percent of consumers actually make a purchase following their additional research. Other highlights:

• Nearly half of respondents (48 percent) said that seeing a product in the newspaper after seeing it online would make them trust the product more and be more likely to purchase. More than half of that group (52 percent) said they would be more likely to purchase the product.
  
  
• Of the more than half of respondents who said they either purchased or researched a product after seeing a newspaper ad in the last month, 42 percent reported they purchased a product and 44 percent said they researched at least one product (with some overlap between the groups).
  
  
• Overall, nearly 30 percent of Internet-using newspaper readers went online to research at least one product that they saw in the newspaper (on average, they researched nine).

PODCAST: A podcast on the research is available at www.naa.org/podcast.

CONTACT:   Jeff Sigmund, NAA Communications Manager
                      (571) 366-1088
                      Jeff.sigmund@naa.org

The Google Print Ads program began in November 2006 with a test that included 50 newspapers and a small group of advertisers. Since then, the program has grown to include more than 750 newspapers representing 48 of the top 50 DMAs and covering 70 percent of U.S. paid circulation. Participating newspaper publishers include E.W. Scripps, Freedom Communications, Hearst Newspapers, GateHouse Media, Gannett, MediaNews Group, The New York Times, The Seattle Times Company, Tribune Publishing, and Washington Post among others.

NAA is a nonprofit organization representing the $59 billion newspaper industry and more than 2,000 newspapers in the U.S. and Canada. NAA members include daily newspapers, as well as non-dailies and other publications published throughout the world. Headquartered just outside Washington, D.C., in Arlington, Va., the Association focuses on six key strategic priorities that affect the newspaper industry collectively: marketing, public policy, diversity, industry development, newspaper operations and readership. Information about NAA and the industry also may be found at www.naa.org.

Google and Google Print Ads are trademarks of Google Inc.