According to Jason E. Klein, president and CEO of NNN, 53% of women identify the weekly food section of their newspaper as their primary source of information about food. And the stats keep getting better: 88% said they are interested in food recipes from the newspaper's food section, and 81% in preparation tips. Some 93% use recipes from the food section.
Suggesting a high degree of engagement, 66% say they save recipes from the food section, and 71% say they pay special attention to ads there.
Finally, 65% of respondents say they look at the food section before they go shopping. A majority of respondents also ranked their newspaper's weekly food section as less "cluttered" than other media, such as women's magazines, according to Klein.
Overall, these findings seem to mirror a similar affinity of men for newspapers' sports sections as their source of sports information.
According to Klein, 36% of male sports enthusiasts ages 18-34 say they visited newspapers more than any other print news source, versus 26% for second-place Sports Illustrated. Meanwhile, 56% say they find sports news in newspapers that they "can't find anywhere else."
Newspapers also lead other media in terms of ad clutter, presenting a relatively clean experience free of distractions and message interference: 37% of respondents say newspapers are the least cluttered medium, versus 25% for the Web, 16% for TV, and 8% for magazines.