Newspapers vs Direct Mail

	Media vs Medium Unaddressed Mail is not a Media. It does not deliver news or broad information. It is explicitly an advertising medium. Daily Newspapers are a trusted and traditional media that offers consumers a wide range of price point comparison and information. Trusted media vs ‘Junk Mail’ Many people associate Unaddressed Mail as ‘Junk Mail’ and request it to not be delivered to their letterboxes. Daily Newspapers are a traditional and accepted media that is welcomed into consumers’ homes on a daily basis – consumers make a conscious choice to purchase and read.
	Fine line between unadressed mail and junk mail 50% of the people in the top 3 socio-economic groups throw away unaddressed mail, and 44%agree that free ads or circulars are a nuisance.
	Newspaper inserts are non-intrusive In contrast, over half of this coveted target group agree that newspaper advertising is non-intrusive. And of all people aged 15+ who have read a daily newspaper in the last 7 days, 1.2 million saved an advertisement or coupon.

The table below represents people who have actually bought something as the result of seeing it advertised* in daily newspapers vs unadressed mail.

Research conducted in 2009 from Newspaper Association of America show similar trends. They found newspaper readers value insert advertising with 73% of adults regularly or occasionally reading inserts, while 82% have been spurred to action by a newspaper insert in the month prior to their study.

Download a PDF of this information below or visit the NAB for more information.

Want more information?

• Newspaper vs Mailbox: Australian research into the relevance and effectiveness of newspaper inserts when compared to mailbox drops.
• Asda newspaper inserts: This UK case study showed that newspapers carrying Asda's Christmas Gift Guide out-performed door-drop leaflet distribution.

Source: Nielsen Media Research National Readership Survey Q2 2007– Q1 2008 All People.
*Quite Often/Very Often