Newspapers — The actual Leading “Opt-in” Marketing
I recently had an individual tell me that he stayed far from newspaper advertising because “This indicates newspapers are on a downward slide and don’t get viewed like they used too.” Ouch!
As someone in the business, that was tough to hear. Luckily, my friends, that isn’t an exact assessment. Newspapers remain an electrical house in advertising. Not to say that internet marketing and other technologically driven marketing hasn’t changed the way we spend our advertising budget. However, many marketing plans are seriously lacking by leaving out newspaper advertising all together.
With hundreds of television channels, tens of thousands of magazines and an incredible number of websites, channel proliferation has definitely changed the way advertisements are presented. With the endless quantity of “opt-out” possibilities to viewers, including, DVRs, commercial-free satellite radio, pool result national “do not call” lists, web firewalls and blockers, etc., having your advertisements viewed has become a bigger challenge than ever before. Newspapers however remain an “opt in” medium, a spot where consumers actively seek out advertisements rather than avoid them. Newspaper advertising remains a destination not a distraction. In fact, newspapers were the past place consumers would choose to eliminate advertising, in accordance with Yankelovich Research, 2004.
In accordance with NAA’s (Newspaper Associate of America) Business Analysis & Research Department, 48% of adults read a newspaper on the average weekday. That number increases to 54% on the average Sunday. In fact in a MORI study of “How America Shops & Spends,” newspaper ads ranked highest as the kind of ad that consumers look forward to reading. When is the past time you heard someone say that in regards to a Pop-Up ad?
Not just do consumers actively search for and look forward to ads in the newspaper, they really trust them more. Because of the established history of newspapers, people have a tendency to trust newspapers significantly more than some other advertising medium. Gaining the trust of a newspapers’ audience can produce awesome results, especially given the grade of the audience.
No other media can deliver the prospects that a newspaper can. Newspaper readership increases as both household income and education levels increase. In accordance with Scarborough Research, 2007 Release 2 (Top 50 Market Report), newspaper readership is greatest in occupations with increased job responsibility, such as for instance Management, Business, and Financial Operations.
Newspapers provide connection with people that advertisers want to reach; those with higher incomes, higher education and the ones that are willing to buy. Newspapers are constantly impacting buying decisions and product usage. They have proved to keep steady in a changing world, and have earned their status as the premier medium for advertisers.