More than three-quarters of a total 4,500 respondents in a recent study by Scarborough Research said they use newspaper ads to plan purchases and save money, according to findigns released by the
local media measurement firm on Monday. The study, conducted for industry organization the Newspaper Association of America, indicates that 62 percent of readers focus exclusively on the newspaper
when they read it, while 78 percent use newspaper inserts to plan shopping trips, and 86 percent reported buying an item after seeing it in an insert.
--Erik Sass
