Newspapers, A Unique & Relevant Advertising Medium
MEDIA RELEASE -DEC 2003
Newspapers - A Unique and Relevant Advertising Medium
The position of daily newspapers as a unique medium, with a strong current and future relevance for consumers has been reinforced through recent research commissioned by the newspaper industry. The new survey was designed to help quantify the reader needs based segments that previous industry qualitative research conducted in 2001 have shown are important in driving readership for many types of people.
The research, conducted as part of the National Readership Survey, shows that virtually all readers aged 15+ read a daily newspaper to be informed about issues and events, 9 out of 10 read a daily paper to know what is behind the issues and more than 8 out of 10 read a daily paper in order to be able to discuss issues with others.
However, daily newspapers are not only about providing information on current issues. For 93% of readers daily newspapers also help them feel in touch with their community and 8 in 10 are reading as part of a leisure experience and to take time out.
The fact that daily newspapers can provide more in-depth analysis and opinion is also widely valued, with three quarters of readers aged 15+ reading their paper in order to stimulate and challenge their thinking.
These results reinforce the previous findings that people read daily newspapers to be in control of their life and to connect with the world around them. Newspapers have also successfully broadened their relevance through creating reader experiences that provide entertainment, escapism and intellectual stimulation.
The ability of daily newspapers to meet reader’s needs is even stronger amongst certain target groups. Readers in the 25-54 year old age group and those earning personal incomes of $60,000 per annum are more likely to be reading daily papers for all the reasons described above.
“This research proves that daily newspapers are the best medium for satisfying the needs of many different people, through providing a unique mix of in-depth analysis, expert opinion, news summaries and images” says Sheila Berry, Research Manager at The Newspaper Advertising Bureau. “The use of sections focusing on specific topics, also plays a key role in giving daily newspapers a broad appeal, and we know from overseas research that there is a very strong level of reader involvement with a number of these sections ”.
The research also provided detailed information on how readers use advertising in newspapers. Newspaper advertising is seen to fulfil several roles, ranging from giving consumers ideas of things to buy through to providing specific information to help them with making a purchase of a product or service.
The results show that 8 out of 10 readers actively use daily newspaper advertising to compare prices and deals, and to find out when deals and specials are being offered. In addition, consumers use daily newspaper advertising to make them better informed prior to actual purchase, through comparing product or service features (66%) and helping them to be prepared when talking to a sales person (55%).
At a more general level, consumers are also using daily newspaper advertising to keep an eye on what products and services are available (76%), as well as helping them decide what they would like (73%) and to look for purchase ideas (59%),
The currency of daily newspapers also means, that the advertising is recognised by two thirds of consumers as a way to keep in touch with what is new/latest on the market.
Ms Berry adds, “these results show that consumers are actively using advertising in daily newspapers and that this advertising successfully fulfils a diverse range of consumer advertising needs. This is further confirmation that daily newspapers provide an effective environment in which to advertise”.