Understanding the Value of Newspapers

Well-targeted and executed circulation sales programs can effectively extend a newspaper’s reach to build audience and value for their advertisers. Based upon new research conducted in 10 markets and evaluated responses from more than 3,000 readers, this new NAA publication outlines the elements of successful audience building circulation programs by combining comprehensive research with the details of promotional programs designed to increase readership and address advertiser needs to reach a broader audience.

The research, aimed at specific circulation programs documents that prices are not a determinant in readership or overall engagement with the newspaper or the advertising. The demographic make-up of these additional readers suggests that such programs are at least as effective and, in certain cases, more effective at reaching a younger target audience than a traditional subscription method. This report provides the newspaper marketer first hand accounts of the successful programs at individual newspapers and credible research on how strong overall reader involvement and engagement with newspaper advertising can be extended to a larger audience.

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First Published: February 15, 2008