Newspaper Association of America released a survey of over 3,000 adults by MORI Research indicating newspapers are consulted more often than the Internet by consumers when making plans to shop and purchase. The general consensus is newspapers have lost ground to the web, but research shows a different picture when it comes to checking display ads.
“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. We’re looking forward to offering more comprehensive data on consumer motivation and the influence of newspaper advertising after a full analysis is completed in early fall.”
| Primary Medium for Checking Advertising | 2009 |
|---|---|
| Newspapers | 41% |
| Internet | 21% |
| Ads received in the mail (Direct mail) | 14% |
| Television | 8% |
| Catalogs | 6% |
| Magazines | 3% |
| Radio | 2% |
| None of these | 5% |
MORI Research conducted this phone and Internet survey of more than 3,000 adults for the Newspaper Association of America. MORI Research is a division of Frank N. Magid Associates, a leading research-based consulting firm serving an international clientele from offices in Minneapolis, New York, Los Angeles, and Marion, IA.
NAA is a nonprofit organization representing the $47 billion newspaper industry and more than 2,000 newspapers in the U.S. and Canada. Headquartered near Washington, D.C., in Arlington, Va., the Association focuses on the major issues that affect today’s newspaper industry: public policy/legal matters, advertising revenue growth and audience development across the medium’s broad portfolio of products and digital platforms. Information about NAA and the industry also may be found at www.naa.org.
