The Relative The Relative Importance Importance of Newspaper of Newspaper Media Media Particularly as it relates to Advertising
Dec 26, 2015
The Relative The Relative Importance Importance
of Newspaper of Newspaper MediaMedia
Particularly as it relates to Advertising
Read a Daily Printed NewspaperYesterday
67.3 million67.3 million36% of U.S. Adults
including27 Million 18-49 Year Olds
12.9 million12.9 million 18-49 Year Olds
Visited a Newspaper Web SiteYesterday
1.1 million1.1 million 18-49 Year Olds
Read a Newspaper e-EditionYesterday
22.3 million22.3 million 18-49 Year Olds
Visited a Newspaper on Mobile Device in Past 30 Days
Used Newspaper Media
90.7 million90.7 million48% of U.S. Adults
including45.4 Million 18-49 Year Olds
Reaching 18-49 Year Olds
THE OSCARS16.4 million16.4 million
NEWSPAPERS
45.4 million45.4 million5353
SundaySunday
Reaching Mobile’s
18+ Year OldsWALA TV
59,600 viewers59,600 viewers
Press-Register256,328 readers256,328 readers
But, you ask, how does But, you ask, how does newspaper market share newspaper market share
stack up against other stack up against other leaders in their industries? leaders in their industries?
Daily NewspaperMarket Share
36%36%Percent of U.S. Adults Who Read
A Newspaper Yesterday
25%1
8%6
18%4
22%3
9%523%2
vs. Other Major Businesses
1) Drank past 7 days; 2) bank household uses; 3) used for lunch past 30 days; 4)shopped past 30 days; 5) Auto insurance provider; 6) used for breakfast past 30 days
The Size of the Newspaper The Size of the Newspaper TotalTotal Audience Audience
U.S. AdultsAudience Number PercentAny Newspaper Media past 7 days (mobile past 30 days) 132,000,029 70.1%
Used MasterCard or VISA in past 3 months 130,922,490 69.5%
Always vote in presidential elections 130,361,148 69.2%
Visited Google in past 30 days 122,305,710 65.0%
Use Wireless/Cell Phone for Text messaging 118,766,934 63.1%
Total U.S. Adults 188,269,300 100%
Newspaper Advertising Benefits Include:Newspaper Advertising Benefits Include:Newspapers are invited into the home – often for advertising information
Broad reach – more than one third of adults weekdays, half on any Sunday
Demographic targeting based on reader interest
Geographic targeting - zoned or full run advertising
Immediacy – advertising carries timeliness of daily news
Demographically desirable audience – informed and upscale
Short deadlines, turnaround time on ad production and placement
Multiple platforms – in Print, Online, Mobile and Direct Mail
Creative ad sizes and ad Positions
Credible news source
Reaches deal seekers with couponing, Daily Deals