NAA President and CEO, John Sturm, says "... while new technologies have their place in any total marketing program... newspaper advertising remains the most powerful tool for advertisers who want to motivate consumers to take action... "
In a series entitled "American Consumer Insights," early results indicate:
While 82% of those surveyed said they "took action" as a result of newspaper advertising, including:
Preliminary data also reveals that other media trailed well behind newspapers as the primary medium for checking advertising. The closest competitor, the Internet, trailed newspapers by 20 percentage points, direct mail gained a 14% response in the survey, and television was cited by only 8% of respondents.
Primary Medium for Checking Advertising (2009)
% of Respondents
None of these
Source: MORI Research/NAA, July 2009
MORI Research conducted this phone and Internet survey of more than 3,000 adults for the Newspaper Association of America representing the $47 billion newspaper industry and more than 2,000 newspapers in the U.S. and Canada
For more information from the NAA Press Center, please visit here.