RESEARCH
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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