Newspapers — This Highest regarded “Opt-in” Promotion


I recently had an individual tell me that he stayed far from newspaper advertising because “It appears newspapers are on a downward slide and don’t get viewed like they used too.” Ouch!

As someone available, that was tough to hear. Luckily, my friends, that isn’t a precise assessment. Newspapers remain an electrical house in advertising. Not saying that internet marketing and other technologically driven marketing hasn’t changed the way we spend our advertising budget. However, many marketing plans are seriously lacking by leaving out newspaper advertising all together.

With countless television channels, tens of thousands of magazines and millions of websites, channel proliferation has definitely changed the way advertisements are presented. With the endless level of “opt-out” options available to viewers, including, DVRs, commercial-free satellite radio, pool result  national “don’t call” lists, web firewalls and blockers, etc., getting your advertisements viewed has turned into a bigger challenge than ever before. Newspapers however remain an “opt in” medium, a spot where consumers actively seek out advertisements as opposed to avoid them. Newspaper advertising remains a destination not a distraction. In reality, newspapers were the final place consumers would choose to remove advertising, based on Yankelovich Research, 2004.

According to NAA’s (Newspaper Associate of America) Business Analysis & Research Department, 48% of adults read a newspaper on a typical weekday. That number increases to 54% on a typical Sunday. In reality in a MORI study of “How America Shops & Spends,” newspaper ads ranked highest as the sort of ad that consumers look forward to reading. When is the final time you heard someone say that about a Pop-Up ad?

Not only do consumers actively look for and look forward to ads in the newspaper, they really trust them more. Because of the established history of newspapers, people often trust newspapers significantly more than every other advertising medium. Gaining the trust of a newspapers’ audience can produce awesome results, especially given the grade of the audience.

No other media can deliver the prospects a newspaper can. Newspaper readership increases as both household income and education levels increase. According to Scarborough Research, 2007 Release 2 (Top 50 Market Report), newspaper readership is greatest in occupations with an increase of job responsibility, such as Management, Business, and Financial Operations.

Newspapers provide experience of people that advertisers want to attain; people that have higher incomes, higher education and the ones that are prepared to buy. Newspapers are constantly impacting buying decisions and product usage. They have proved to keep steady in a changing world, and have earned their status as the premier medium for advertisers.

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