by Teri | August 13, 2009
Newsprint remains the main source for consumers to find promotions.
Lately advertisers have been quick to criticize the ailing newspaper ad industry; however, in a recent study conducted by MORI Research for the Newspaper Association of America, or NAA, the initial findings were very supportive of the so-called dying industry. Of the 3,000 adults surveyed, 82% indicated that they “took action” as a result of newspaper advertising. Actions included coupon clipping, investigating products online, and completing a purchase.
Another interesting finding was that other means of advertising lagged far behind newspapers as the main place consumers checked for promotions. The nearest competitor was the Internet which had a measly 21% compared to newspaper’s 41%.
“Newspaper advertising remains the most powerful tool for advertisers who want to motivate consumers to take action,” said NAA President and CEO John Sturm. “While new technologies have their place in any total marketing program, initial findings from this important research demonstrate the enduring power of today’s newspaper ads.”
The finding isn’t all that surprising. Readers who turn to newspapers to find information about current events probably also trust papers for information about the products in their lives. But newspapers and marketers need to smarten up and find a way to take advantage of this opportunity. Clipped coupons will soon go the way of the typewriter. Personalized deals, mobile bar codes, online tracking and double-digit direct marketing response rates are our future and may be the perfect remedy for our ailing news-gatherers.
