Newspaper Association of America "Action Figures"
(1011k, Acrobat (.pdf) format)
Summary of findings
Consumers act on press ads
According to this US study from the Newspaper Association of America, most consumers rely on press ads as an essential shopping tool.
Newspaper advertising remains the leading advertising medium cited by consumers in planning, shopping and making purchasing decisions, according to early data from a MORI Research survey of more than 3,000 adults.
The findings, announced by the Newspaper Association of America, provide conclusive evidence of the ongoing value newspaper ads deliver for marketers trying to reach consumers who are ready to shop and spend.
“Newspaper advertising remains the most powerful tool for advertisers who want to motivate consumers to take action,” said NAA President and CEO John Sturm.
This study, part of a series entitled American Consumer Insights examined the impact newspaper advertising has on consumer shopping and spending patterns. Early results indicate:
- Nearly six in 10 adults (59%) identify newspapers as the medium they use to help plan shopping or make purchase decisions
- 82% of those surveyed said they “took action” as a result of newspaper advertising, including:
- Clippping a coupon (61%)
- Buying something (50%)
- Visiting Web sites to learn more (33%)
- Trying something for the first time (27%) - 73% of adults regularly or occasionally read newspaper inserts
- 82% have been spurred to action by a newspaper insert in the past month.
The NAA claims that readers are not simply exposed to newspaper advertising; consumers use them to take action. There is a connection readers feel with newspaper advertising that no other medium can match, an view echoed in our own local research Newspapers Today.
| Primary Medium for Checking Advertising | 2009 |
| Newspapers | 41% |
| Internet | 21% |
| Ads received in the mail (Direct mail) | 14% |
| Television | 8% |
| Catalogues | 6% |
| Magazines | 3% |
| Radio | 2% |
| None of these | 5% |
Download the PDF summary below or visit the Newspaper Association of America for more information.
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. Engagements range from tactical and operational issues to strategic direction and are informed by the perspective gained from broad and deep experience over the past 50 years in all sectors of the media, communications and entertainment industries.
NAA is a nonprofit organization representing the $47 billion newspaper industry and more than 2,000 newspapers in the U.S. and Canada. NAA members include daily newspapers, as well as non-dailies, other print publications and on-line products. 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 .
