In 2015 comscore surveyed 5,000 consumers in the pulse online shopper survey and 93% of shoppers say they prefer local and small retailers. Per research survey taken between July and August 2014 determined that the Local Newspaper was the highest source of news for most people. This is especially promising news for advertisers. In the wake of advertising fatigue and ad blocking woes. Things that are affecting a number of digital campaigns.
Local Readers are looking at ads longer and are actively looking for advertising
This contrasts with online advertising. which most people actively avoid. Newspaper readers often actively look for advertisements in newspapers. This is because they are interested and engaged in finding deals. Deals coming from your Display ads. While a person may not be looking for a specific deal. Local newspaper readers are looking for valuable coupons. As well as bargains. This means they are already in the right mindset. They are looking for your display or classified ads. In the case of print, the audience is in complete control. Control of when and how long they are viewing an ad in print. Studies have found that people are actually more likely to view print ads longer. They remember what they see. When in classified and Display ads are remembered better. Than advertising they might see on a digital device.
Greater increase in purchasing behavior
Multiple studies conducted between 2007 and 2015 determined many benefits. That “ Print advertising led to the greatest increases in the metrics closest to purchasing behavior. Brand favorability and purchase intent. Print ad exposures generated lifts that were 7% points higher. Than those for Online and 3% points higher than those for TV.” magazine.org
Print advertising continues to stand out! It is one of the most trustworthy and effective channels in today’s media landscape.
According to Kantar’s 2023 Media Reactions study, print ads—especially in newspapers and magazines—are consistently ranked among the most trusted advertising formats. By both consumers and marketers. The research highlights that 33% of consumers trust magazine ads, and 30% trust newspaper ads. Far surpassing the trust levels for digital ads. Which often struggle with issues related to data privacy and ad clutter.
High Income and Active Consumers
Nelson reports that the majority of households with incomes of 100k or more read print newspapers (82% ) and USA Today lists 12% of the readers earning 200K or more a year and a average monthly credit card spend of at least $2000. USA Today now includes inserts in 35 local papers across the country. It also has a combined circulation of more than 1.5 million on weekdays and more than 2.5 million on Sunday. Reaching high income audiences is plus especially for small niche businesses looking to reach High Income demographics such as personal training studios or auto detailers.
For more information about Print advertising Classified and Display ads