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
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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