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How important is local information online? Does the site on which an ad is placed affect consumer opinion of the ad? What sites do consumers rely on for trustworthy, credible information and advertising? Newspaper Web sites! This PowerPoint presentation gives you the full story on the comScore research that NAA commissioned in late 2009.
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The Newspaper Industry Today
2010
Newspaper VitalityTen Points
The Business ofNewspapers
The Business ofOwning
Newspapers
vs.
“Huh? It says Newspapers are still a profitable business.”
The Business ofNewspapers
The Business ofOwning
Newspapers
vs.
Putting Readership in Perspective
168 million adults reada newspaper in print or online in the past 7 days.
–– Scarborough Research, 2009
112 million adults reada printed newspaper on Sunday
–– Scarborough Research, 2009
105 million adultswatch the Super Bowl
–– Nielsen, 2010
Becoming Platform Agnostic
Newspaper Web sites are
in 22 of the top 25 marketsnumber 1
–– comScore, 2009
37% of all Internet users
–– Nielsen, 2010
visited a newspaper Web site in the past month.
75 million unique visitors
–– Nielsen, 2010
to a newspaper Web site last month
Increasing Local Focus
Newspapers provide 61% of original fresh reporting
–– Pew Research Center, 2009
57% of Consumers use newspaper Web sitesfor local online information
–– comScore, 2009
Streamlining Operations
Targeting to a New Level
Circulation Sense
Engaging Consumers
52% of adults went to a storeas a result of a newspaper ad
–– MORI, 2009
82% of Adults took actionwith a newspaper insert in the past 30 days
–– MORI, 2009
36% of non-readers “used”a newspaper in the past week
–– MORI, 2009
Advertising Option Optimization
either researched online orpurchased a product after seeing a newspaper ad
56% of respondents
–– Google Study, 2008
RAM Study on Effectiveness Macy’s “I Believe” Holiday Campaign
Audience Problem?
–– Scarborough Research, 2009
on an average weekday100 million adults read a newspaper
68 million watch the World Series
61 million watch any reality TV series47 million visit amazon.com
More People Read a Newspaper Than Own a Pet
