Book highlights news audience value to advertisers

A new book from the News Media Alliance highlights the benefits of advertising in print and digital news media. “Recent research shows that, for advertisers, there’s no better audience to target than the news media audience,” says a news release on the book, “News Advertising Panorama.”

The inherent value of the newspaper media audience itself continues to be a huge benefit for advertisers due to its socioeconomic profile and strong purchasing history in several retail categories, according to the Arlington, Virginia-based News Media Alliance.

The 78-page “Panorama” uses research from a range of sources, including Nielsen Scarborough, comScore, Kantar Media and the Alliance itself.

The aim of the book is to provide advertisers with useful facts and figures on the news media audience that will encourage them to prioritize advertising in print and digital news media as part of their marketing strategy, according to the release.

“While the news media landscape has evolved rapidly in the past few years, what hasn’t changed is that people trust their favorite news source — and the advertisements they find there,” said Rebecca Frank, News Media Alliance vice president of Research & Insights. “But not all advertisers are aware of the value the news media offer to their clients, which is surprising given how strong the data really are.”

Some key findings in the “Panorama”: Consumer trust in print media is twice that of social media; print newspapers are more likely than other channels to drive reader action, with as many as 83 percent of news media consumers taking action because of printed advertisement; and print newspapers are the preferred source for coupons for U.S. adults.

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