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  • Newspaper Ads Driving Purchasing Decisions

    Newspaper advertising is the top source that consumers turn to for making shopping and purchasing decisions, according to a survey conducted for the Newspaper Association of America by Frank N. Magid Associates.

    The study titled “How America Shops and Spends 2011,” found that 79 percent of adults said they “took action” as a result of newspaper advertising in the past month including clipping a coupon (54%), making a purchase (46%), visiting a website to learn more (37%), and trying something for the first time (20%).

    Newspaper-Ads

    “This important new research reaffirms the power of newspaper advertising to engage consumers and drive them to take action,” said NAA President and CEO John Sturm.

    “More than all other media, adults continue to turn to newspapers to inform shopping decisions that lead to purchases. They are an opt-in media in an opt-out world, making newspaper advertising an ideal and effective choice for advertisers who want to reach consumers ready to shop and spend.”

    Advertising on local newspaper websites ranked second (behind only e-mailed store or product information) among online options for advertising sources, beating general interest websites, paid ads that appear on the right side of the search engines , ads on social network pages, and ads on mobile devices.

    The study found that other media trailed behind newspapers as the main source for checking advertising. he closest competitor – the Internet – trailed newspapers by seven percentage points (35 percent vs. 28 percent) Direct mail received a 12 percent response, and television was cited by nine percent of respondents.

    Other highlights from the study include:

    *More than half of all adults (52 percent) identify newspapers as the medium they use to help plan shopping or make purchase decisions.

    *Almost three-fourths (72 percent) of all adults regularly or occasionally read newspaper preprints; For Sunday inserts, this figure increases to 90 percent of all adults. Over the course of 30 days, 8 in 10 adults (79 percent) acted on newspaper preprint advertising.

    *Nearly four-in-10 (38 percent) adults who identify themselves as newspaper “non-readers” recalled other forms of engagement in the past week, including checking sales in local stores, clipping coupons, comparing prices, checking movie or TV listings and classifieds.

  • Newspaper Websites Attracted More Than 100 Million Visitors In Q4

    Newspaper websites saw large amounts of traffic in the fourth quarter of 2010, attracting an average monthly audience of 105.3 million unique visitors or 62 percent of all adult Internet users.

    The analysis, by comScore for the Newspaper Association of America, also indicates that newspaper websites continue to attract key demographics, reaching 58 percent of 25-to-34-year-olds and 73 percent of individuals in households earning more than $100,000 a year on average through out the quarter.

    Newspaper-Websites-comScore

    The findings also pointed toward audience engagement, with newspaper website visitors generating an average of 4.1 billion page views each month, spending nearly 3.4 billion minutes browsing the sites. 
     
    “Newspaper websites stand out in today’s online environment, with trusted brands and high-quality journalism attracting an impressive audience that sets them apart from other players in the digital space,” said NAA President and CEO John F. Sturm. 

    “As publishers continue to reinvent their business models, digital is at the forefront of a multiplatform transition that has seen steady growth in online advertising revenue.”

    Figures released by NAA in early December indicate that online advertising generated $690 million for newspapers in last year’s third quarter, a nearly 11 percent increase from the same period a year earlier.
     

     

  • Newspaper Websites Attract More Than Half Of U.S. Internet Users

    Newspaper websites in the U.S. pulled in 102.8 million unique visitors in September, accounting for 61 percent of all adult Internet users, according to research from comScore for the Newspaper Association of America (NAA).

    John-Sturm The report also found newspaper websites reach more than half (55%) of 25-to-34-year-olds and 73 percent of individuals in households earning more than $100,000 a year.

    “This data from comScore reinforces how newspaper publishers are leveraging original, high-quality content to build a powerful and engaged audience in the digital space,” said NAA President and CEO John F. Sturm.

    “The analysis also paints a powerful picture of our medium’s Web audience, with newspaper websites attracting consumers that deliver maximum value to advertisers.”

    Other highlights from the report include:

    Nearly 61% of adults aged 18 and over visited a newspaper Website in September. In that same time period, 51% of individuals in that age group visited Yahoo! News Network, 22% visited CNN and 27% visited MSNBC

    The comScore data for those September visitors also show that users generated nearly 4.1 billion page views and spent more than 3.3 billion minutes on the sites.
     

  • Newspaper Websites See Record Traffic

    Newspaper Websites See Record Traffic

    U.S. newspaper companies drove record traffic to their websites in the first quarter of 2010, attracting 74.4 million unique visitors per month on average or 37 percent of all Internet users, according to a new report from Nielsen Online released by the Newspaper Association of America.

    The new record follows the solid audience newspapers delivered in last year’s fourth quarter, with newspaper websites attracting an average of 72 million unique visitors per month during that period.

    The report also found newspaper website users generated more than 3.2 billion page views during the first quarter, spending more than 2.3 billion minutes browsing the sites.

    Newspaper-Websites-Nielsen

    "Newspaper publishers continue to experiment with aggressive new business models, leveraging trustworthy and robust content to attract large audiences to their digital properties month after month," said NAA President and CEO John F. Sturm.

    "As the economic outlook begins to improve, our industry will continue to shape its own future with digital products and services that grow audience and offer maximum value to advertisers."

    The Nielsen Online figures reflect recent data from comScore indication consumers consider local newspaper websites to be the most trusted source of online advertising, with ads that are perceived to be the most credible and relevant to them. The study also found consumers consider local newspaper websites to be the top source for local information.
     

     

  • Newspaper Websites Most Valued Local News Source

    Newspaper websites are the most valued sites for people seeking credible and trustworthy local content, according to a new survey conducted by comScore for the Newspaper Association of America (NAA).

    More than half (57%) of the 3,050 respondents cited local newspaper websites as the top online source for local information. That percentage increases for upper income households (63%) and for the college educated (60%).

    Newspaper sites ranked first as a source for local information (29%), local sports (27%), local entertainment (26%) and local classifieds (39%), over both local television websites and online portals.

    Newspaper-Websites

    "This important research provides further evidence of newspapers’ successful multiplatform transition, with the medium serving as a continuous local resource for consumers," said NAA President and CEO John F. Sturm.

    "While newspaper Web sites often face dozens of competitors touting their own local offerings in any given market, they have been able to thrive by leveraging trusted brands and strong local content to appeal to consumers and advertisers alike."

    Local newspaper websites ranked first among all sources for trustworthiness, credibility and being the most informative place to find local content of all types, including news, information, entertainment, sports and classified advertising. When respondents were asked what sources were most trustworthy or reliable, local newspaper websites beat out local television sites (34% vs. 22%), local sports (30% vs. 24%), local entertainment (30% vs. 20%) and local classifieds (42% vs. 13 %).

    The survey also found that people consider local newspaper websites to be the most trusted source of online advertising, with ads that are seen to be more current, credible and relevant to them.

    Forty percent of adults agreed their opinion of online advertising is influenced by the type of website on which the ad appears. More than one third (36%) selected local newspaper websites for trustworthy advertising compared to 23 percent for local television websites and 12 percent for online portals. This was true across all demographics.

    "This survey reinforces the notion that consumers value and trust the premium-quality content found at newspaper Web sites as well as the advertising on those sites," said Randy Bennett, NAA’s senior vice president of Business Development.

    "It also provides further evidence that newspapers, which attracted a record 75 million visitors in January, offer advertisers a high-value audience that no other medium can match."

     

     

  • Newspaper Sites Attracted 37% Of All Internet Users

    Newspaper websites attracted an average monthly unique audience of 72 million visitors in the fourth quarter of 2009, representing 37 percent Internet users.

    The figures come from a custom analysis by Nielsen Online for the Newspaper Association of America.  Newspaper websites users generated more than 3.2 billion page views during the quarter, spending more than 2.4 billion minutes sites.

    "These strong and consistent audience figures come as newspaper publishers continue to transition their companies into multiplatform content providers to meet the needs of today’s audience," said NAA President and CEO John F. Sturm.

    Newspapers

    "As the economy begins to stabilize, newspaper companies are in position to leverage their trusted brands to reach a highly engaged audience and deliver maximum value to advertisers."

    Time spent per person during the fourth quarter varied. In October users spent an average of 34 minutes and 14 seconds on newspaper websites. In November it was 32 minutes and 44 seconds. In December it was up slightly to 34 minutes and 52 seconds.

     

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