• Brandweek, Tuesday, June 3, 2008 10:45 AM

Metro newspapers may be struggling, but college print newspapers are thriving, according to research by Alloy Media+Marketing. More than 80% of students read their campus newspaper, more than double the rate of most major metro dailies.

Most students are also open to newspaper ads, with only 13% saying they avoid the ads in their school paper, per the online study of 1,200 students. Samantha Skey, marketing exec at Alloy says, "Marketers trying to get the 18-34 demographic without using college newspapers are missing out."

Coupons and promotions were particularly effective in gaining brand affinity, says the study. Ford recently ran ads in college papers with a $500 discount coupon on a new car.

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