Newspaper Ads Still Top Consumer Shopping Tool

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July 15, 2009 — Newspaper advertising remains the leading advertising medium cited by consumers in planning, shopping and making purchasing decisions, according to early data from a MORI Research survey of more than 3,000 adults, conducted on behalf of the Newspaper Association of America (NAA).

This study, part of a series entitled “American Consumer Insights,” examined the impact newspaper advertising has on consumer shopping and spending patterns.

Early results indicate: Nearly six in 10 adults (59%) identify newspapers as the medium they use to help plan shopping or make purchase decisions 82 % of those surveyed said they “took action” as a result of newspaper advertising, including: Clipping a coupon (61%) Buying something (50%) Visiting websites to learn more (33%) Trying something for the first time (27%) 73% of adults say they regularly or occasionally read newspaper inserts 82% have been spurred to action by a newspaper insert in the past month.

Preliminary data also reveals that other media trailed behind newspapers as the primary medium for checking advertising. The closest competitor – the Internet – trailed newspapers by 20 percentage points (41% vs. 21%).

Primary Medium for Checking Advertising 2009

Newspapers 41%

Internet 21%

Direct mail 14%

Television 8%

Catalogs 6%

Magazines 3%

Radio 2%

None of these 5%

About: MORI Research surveyed more than 3,000 US adults for the Newspaper Association of America, via phone and online.

Source: NAA press release, AMERICANS RELY ON NEWSPAPER ADVERTISING AS ESSENTIAL SHOPPING TOOL, July 15, 2009.

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