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The newspaper industry is sponsoring two research initiatives that will focus on audience engagement, MediaPost reports. Details of one study, underwritten by the Newspaper Association of America, are expected to be announced in the next several weeks. The goal is to illustrate the unique relationship readers have with newspapers, and why the print medium a superior environment to advertise in.
One newspaper executive said that the industry wants to quantify what happens when people engage in newspaper ads and what actions people take as a result.
At least one of the studies is expected to be based on research being fielded by Scarborough Research, a company jointly owned by Arbitron and VNU that conducts studies on media and product usage in local media markets. Scarborough’s findings are considered the currency for negotiating newspaper advertising buys and are analogous to the “Nielsen ratings” of the newspaper industry.
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