Newspapers led online consumption for local news, the Coda survey found, with 40% of local news consumers saying they had visited a newspaper Web site in the past 30 days, compared to 29% for local TV station Web sites, 16% for local radio station Web sites, and 15% for magazines.
Similarly, 32% of local news consumers had visited a newspaper’s social-media channels in the last month, versus 21% for TV stations, 17% for magazines, and 15% for radio.
Local papers also lead the way when it comes to advertising effectiveness. Asked which media they consider the best source of information for sales and deals, 47% of local media users cited newspapers, compared to 32% for TV and 27% for direct mail.
Turning to specific ad categories, local media users named newspapers as their “most relied on” source for deals across a range of goods and services, including apparel and accessories (33%), automotive (32%), electronics (31%), groceries (44%), home furnishings (30%), home improvement (35%), lawn and garden (44%), and office supplies (36%). In each category newspapers bested TV, magazines, radio, direct mail, and social media.
Importantly, the high value placed on newspapers as sources of news and information was echoed by younger media users.
AMG and Coda surveyed 305 millennial media users and found that 49% said newspapers did the “best job” providing local news and information, slightly ahead of TV at 48% and more than double radio at 24%.
Further, 42% of millennial media users said the had visited a newspaper Web site in the past 30 days, compared to 28% for TV Web sites, and 41% had visited a newspaper’s social media presence, compared to 25% for TV social channels.