A shrinking mass market, audience fragmentation, and an explosion of media channels with decreasing reach have created a challenging environment for marketers and business owners. The Internet and newer technologies (DVR’s, satellite radio, etc.) have also reduced the influence of advertising. Newspaper advertising is a proven answer to this reality.
The Value of Newspaper Media: Opt-In Advertising
In an opt-out world, consumers choose to opt-in to newspaper advertising.
It is a destination for consumers, not a distraction to be avoided.
It’s a proven strength of newspaper media that’s never been more relevant and yet many advertisers don’t think about it that way.
Many years of independent research shows that ads are indeed an integral and desired part of the newspaper content. Consumers turn to newspaper ads to inform their purchase decisions, large and small.
To gauge consumer resistance to advertising, Yankelovich Research asked consumers where they’d like to eliminate advertising - only 10% chose newspaper, while more than 30% wanted to eliminate advertising on TV and online, 22% from radio and 16% from magazines.
So not surprisingly, newspapers are by far the most dominant medium where consumers go with the expressed purpose of checking ads, by a huge 6:1 ratio. Not only do they go to check the ads, it is their preferred medium to receive ad info, again by nearly a 6:1 margin.
So, newspaper ads are not just a destination for advertising, it’s the preferred destination.
Engage consumers when and where they are actively seeking advertising
Newspapers are the number one destination for consumers when they are ready to buy a product or service. People looking to buy a new car or find a dentist do not turn on the TV or radio and wait for a car or dentist ad. Many consumers will search online but will depend mainly on print media for information on local businesses and local sales & promotions. Print media is also far more effective in legitimizing or reinforcing word-of-mouth referrals.
Newspapers engage consumers at the moment of their buying research or decision.
Contact Visión Hispana Newspaper and Vision Marketing to discuss how we can help advance your sales goals. Call 510-863-4982 or
Third-party research sources for the above include: MORI: How America Shops and Spends 2007; Scarborough Research Engagement Study 2007; Nielsen/NetRatings 2007
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Vision Hispana Newspaper | Tel: 510-863-4982 P.O. Box 1411. Alameda, CA 94501