RESEARCH
The vast majority of U.S. adults read newspaper media content across a range of technology platforms, according to an analysis of the newest data on media usage from Scarborough Research. And that includes 59% of U.S. adults age 18-24, the youngest cohort of adults, a group many are skeptical ever think about newspaper content.
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BIA/Kelsey, a firm specializing in local media and advertising, prepared this report on the growing mobile space for an NAA member company. They are now making it available for the membership as a whole. The exclusive presentation provides a wealth of data on mobile trends, challenges and opportunities.
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The U.S. retail environment continues to transform as it faces both new and persistent challenges to growing, in particular, the brick-and-mortar business. Of the top 50 newspaper retail advertisers measured by Kantar Media, only nine saw sales growth from 2008 to 2011. To help newspapers better understand the retail landscape and issues facing specific retailers, NAA has assembled data and analysis on retail trends.
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Undertaken during spring 2012, this study is designed as a first step in gauging the impact of newspapers’ digital-content subscription strategies. Given the fairly embryonic stage of this approach to generating more revenue from consumers, the study looks at overall results and compares those for participants with paid-content plans in place for a year or more vs. those for participants with strategies launching in the three to six months before the survey was distributed.
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Frank N. Magid Associates and the University of Missouri – Columbia School of Journalism partnered early in 2012 on a national study to analyze the behavior of 2,000 social media users. They agreed to share the results of the study with NAA members. The goal was to help better understand the social media opportunities for local media companies.
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NAA’s Single-Copy Committee initiated an online survey to capture data on the relative success of newspapers in securing inside locations at key accounts, and to track weekday and Sunday single-copy sales for the industry.
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During a very competitive campaign season, newspaper media remain an important information source for registered voters. In January 2012 NAA commissioned the respected campaign research organization, Moore Information, to conduct the American Voters Media Use Survey. NAA has prepared a news sales PowerPoint, a newspaper house ad and a sales collateral tens list for newspaper use.
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This 2012 NAA study, conducted by Frank N. Magid Associates Inc., shows that users of newspaper platforms are active and highly engaged with the newspaper platforms they find convenient to use, both for news and advertising content. These consumers also act on the advertising messages presented to them, both in digital and print formats. Download the presentation for a look at who these users are and how they engage with newspaper content across platforms.
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Additional Resources for NAA Members 4
This report, based on new data collected from NAA member newspapers, is designed to help newspapers gauge their print and online advertising performance in relation to similar-sized newspapers.
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Local newspaper websites have a number of tangible values to consumers. Among all online sources, they rank first in terms of the credibility of their content and the level in which consumers trust their advertising. This survey delves into how newspaper sits fare in the overall marketplace.
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Newspaper advertising is the leading advertising medium cited by consumers in planning, shopping and making purchasing decisions, according to data from a 2011 Frank N. Magid Associates survey of 2,500 adults. The findings paint a strong picture of the unmatched value newspaper advertising continues to deliver in today’s media landscape. The study found that newspaper ads rank first in driving consumers to take action, and that preprints continue to be read by a strong majority of U.S. adults.
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NAA engaged European-based consulting company iMedia Advisory Services to develop a financial-model scenario for newspapers in 2017. Based on their projections of current newspaper financial data and marketplace trends, iMedia concluded that the newspaper franchise could be very vibrant, given meaningful strategic and operational changes.
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In a fragmented media environment with channel proliferation, consumer control of media messages and advertiser demand for accountability, the most effective marketing vehicle may surprise you: newspaper media—in print, online and combined. In a world where consumers are tuning out advertising right and left, independent research shows that newspapers are a destination—not a distraction—for advertising content.
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