Why newspapers?

No media reaches a better market

Strengths of Newspapers

• Credibility — “the written word versus the spoken word”
• Reach to a mass audience
• Strongest medium in overall penetration of the adult, upscale market
• Medium that adults say has the most believable ads — a “tangible” resource
• Has the ability to communicate lengthy or more complex, detailed information
• Offers a variety of sizes, products and placements
• Short deadlines and turnaround time

Still a preferred medium

• The majority of adults (55 percent) read a newspaper on an average weekday.
• Three-quarters of adults (75 percent) have read a daily newspaper in the past five days.
• The newspaper provides advertisers with unique targeting opportunities.
• The newspaper is the most-used advertising source for coupons.

As household income rises, so does newspaper readership

Income Daily readership

• $75,000 or more 64%
• $50,000 or more 62%
• $40,000 or more 47%
• Median Household Income $72,127

As education rises, so does newspaper readership

Education Daily readership

• Postgraduate 69%
• College graduate 61%
• Some college 57%
• High school graduate 53%
  

Source: Newspaper Association of America