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Readers rank newspaper media as a top media choice when making purchasing decisions on products and services, according to a Scarborough Research study sponsored by the Newspaper Association of America and based on more than 4,500 respondents.
The study is part of the industry’s multi-million dollar advertising campaign designed to “surprise advertisers with the truth” about consumer engagement with newspaper advertising. The campaign is needed at a time when newspaper circulation is dropping - it fell 2.5 percent in the six-month period ending in March, according to the Newspaper Association of America’s analysis of data released.
According to the Scarborough Research study, 62 percent of newspaper readers say they were solely focused on reading the newspaper and not distracted by any other activity. In addition, eight in 10 (78 percent) said they used newspaper inserts to plan their shopping; and 76 percent said newspaper inserts helped them save money. Nearly nine in 10 newspaper readers (86 percent) said they saw an item in an insert and then went to the store to buy the product.
Newspaper readers also say newspapers provide the most trustworthy and believable advertisements (40 percent), compared with magazines (30 percent); television (23 percent); radio (18 percent) and the Internet (16 percent).
Katz Media Group has added another new client, Lincoln Financial Media, and will sell ad time on the company’s 15 stations beginning immediately.
Katz also added CBS Radio and Entercom last week, picking them off from Interep’s list.
Katz has also…
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The 82nd annual Macy’s Thanksgiving Day Parade pulled an average 12.6 rating/26 share on Thanksgiving morning, Nov. 27, according to Nielsen.
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Top American non-luxury auto brands received higher ratings and less negative comments from online consumers than competing Japanese brands, according to an analysis of consumer opinions collected from automotive review websites by Biz360, MarketingCharts reports.
The research, which aggregated a year’s…
Email, news gathering and paying bills continue to be the most widely used online activities among U.S. adults, but downloading TV programs, watching videos and making web phone calls posted the biggest overall growth, according to data from Mediamark Research…
