“Newspaper’s Reach: The Competitive Edge 2008”
- Downloadable format you can easily refer to again and again
- Powerful tool for setting appointments
- Indispensable component of your print and digitally based sales presentations
- Perfect for e-mail follow-ups to prospect calls
FREE and online NOW here. For more information on “Newspaper’s Reach: The Competitive Edge 2008,” contact William A. Johnson, NAA’s manager for market research, at 571.366.1027.
Newspaper Footprint: Total Audience in Print and Online 2007
The measure of a medium now includes its ability to reach both wide and targeted audiences through multiple channels. An effective medium should also demonstrate the impact of its advertising on consumer buying decisions and product usage. The information here combines two major channels of the newspaper footprint (any print newspaper and any newspaper website read past week) for various demographic cohorts and consumers. It also re-affirms newspaper’s competitive edge when it comes to advertising. Universal coverage – with the newspaper footprint – and advertising utility allow newspaper media to effectively reach and resonate deeply with U.S. consumers.
For the first data release of 2007, Scarborough Research provided measurements for "any newspaper website" read, along with daily and Sunday newspaper printed readership. The telephone field work covers a 6 month period from August 2006 to March 2007. Download the report (PDF file)
Targeting Teen Consumers 2007
Prepared by NAA Business Analysis & Research Department, October 2005
The teen market still thrives with diverse interests and immense buying power. Despite less enthusiastic spending in 2004 and 2005, teens rebounded and spent a record $179 billion in 2006. Much of the increase [in 2006] was driven by teen girls, whose weekly spending outpaced guys throughout the year. Girls also received more income, in the forms of gifts and money from parents, than boys. Though teens seem to relish spending money, they have become careful surveyors of their product radar screens. Being “frugal” does not carry the same social stigma for teens that it might have in the past. Now teens believe that being smart is cool. This belief extends to being savvy consumers. When teens are spending more money, they shop for values and purchase wisely. They still want what’s new – camera phones, iPods and expensive jeans. But they are smart about what they buy, and will drive hard bargains to find real value for their money. So, teens still command the attention and respect of marketers. And advertisers will continue developing campaigns focused on teens. After all, teens (12-17) who say they will spend more money in the next 12 months greatly outpace those who say they will spend less money. Download the report (PDF file)
Snapshots: Looking at Newspaper's Reach Among Service and Retail Customers
Sometimes good medicine comes in small doses. The following link takes you to several brief sales sheets that demonstrate newspaper's reach among consumers in various service and product categories. They also highlight newspaper's competitive edge over other media. These sheets (in PDF format) can be printed and added to your sales kits and shared with your customers. View them now!
Consumer Attitudes Toward Media 2006
The American dollar never sleeps. Consumer spending is the fuel that constantly accelerates the economy. This nationwide drive to purchase products and services bodes well for retailers. However, “branding” their products and services on the minds of consumers is still a great challenge for advertisers. The competition for consumer attention and dollars is stronger than ever. Retailers have to sell harder and smarter to increase brand awareness and market share. Much of this strategy relies on the best medium or combination of media to deliver advertising messages. But the media landscape is more fragmented than ever. So, the measure of a medium's effectiveness should include its ability to impact consumer buying decisions as well as reach wide and targeted audiences. An advertising medium needs to help consumers decide where and when to shop, and what to buy. Download the report
Newspaper: The Source For Bargains 2007
The market for consumer products or services at any particular time is small and fleeting. Most decisions to shop are made over a period of less than a week, and half are made on the same day as the actual purchase. Yet shopping remains one of the great American pastimes. Consumers spent more than $2.2 trillion at U.S. shopping centers in 2006*. Most consumers approach shopping with a common goal – to find the best bargains.
To capture this thin market , retailers have to create a “best bargain” image to drive foot traffic into stores. Much of this strategy relies on the best medium to deliver useful information about bargains. The newspaper continues to effectively reach consumers when they're in the market for a broad range of products and services. It is a portable and timely source of advertising information helping consumers decide when and where to find the best deals.
The following tables show that adults in various demographic groups consistently favor newspaper over other media when it comes to providing useful information on bargains. This is also true for consumer purchases in a wide swath of retail categories.
The tables in this report were created using data generated from Mediamark Research, Inc.'s 2006 double base study. They provide a birds-eye view of categories which include: Key Demographics, Buying Styles, Electronic Products, Grocery Shopping, Car Buying, Dining Out/Apparel & “Intent to Purchase”.
Source for shopping center expenditures: International Council of Shopping Centers
Source for timing of shopping decisions: How America Shops and Spends, NAA 2006
*Preliminary figure
Consumer Segmentation Snapshots 2006
Marketers who are increasingly interested in what motivates consumer purchasing can now gain insight from this new segmentation data. These snapshots reveal consumer buying attitudes in the areas of: finance, technology, buying styles, food/cooking, health, vacation/travel and automotive purchases. They also provide a quick look at newspaper readership among these segments. View the snapshots.
Newspapers' Online Operations: Performance Report 2006
In the increasingly competitive digital media arena, knowing your newspaper’s status in relation to your peers can give you a competitive advantage and highlight both areas of ongoing success and needed improvement. This report helps NAA member newspapers understand the status of operations, audience and revenue in the digital newspaper media environment. Read the report.