1. Newspapers are the most used medium to check out ads (52 percent). Direct mail is second with 13 percent with the Internet third at 10 percent.

2. Newspapers are the most valuable in planning shopping with 52 percent rating followed by the Internet at 13 percent.

3. Newspapers make it easiest to compare prices. Half of the respondents find newspapers easiest vs. 25 percent for the Internet.

4. 52 percent of shoppers report spending the most time reading newspapers vs. 11 percent for magazines and 10 percent for catalogs.

5. 52 percent of shoppers report that newspapers are best for bringing sales to their attention vs. 21 percent for television and 14 percent for ads in the mail.

6. 46 percent of shoppers rate newspapers as most convenient as compared to 21 percent for the Internet and 15 percent for television.

7. 46 percent of shoppers rate newspapers as the most up-to-date shopping medium. Internet followed with 22 percent and 17 percent cited television.

8. 46 percent rate newspapers as the preferred medium for receiving advertising and shopping information as opposed to mail with 18 percent and catalogs with 12 percent.

9. 48 percent of shoppers feel that newspaper advertising is the most believable and trustworthy media choice followed by the Internet and television at 10 percent.

10. 26 percent of shoppers reported that try and avoid television advertising, compared to 19 for the Internet, 18 percent for direct mail, and eight percent for the newspaper.

Source: Newspaper Assn. of America, How America Shops and Spends (2006)