January 14, 2008Pulse Survey speaks volumes about newspaper advertising

**Pulse Research Statewide Market Survey May 2007.
 When consumers need to make an informed choice for shopping, they rely on newspapers nearly 3 times more than the nearest media option (Newspapers 44.3%, TV 18.9%)  (Rural areas..aka weeklies – 48.9%, TV 17.2%)

More than any other medium, when consumers want information on home products, hardware, grocery (45.8), electronics, furniture, real estate, new vehicles, what is on sale or local events (43.1), they turn to the newspaper. Overall, it is THE one source they rely on most for advertising. Not surprisingly, over half of all females polled showed they prefer newspapers for advertising.

Grocers beware. Consumers by a wide margin (66%) depend on newspapers, or inserts, to do their shopping.

What is on sale? Most Missouri consumers, (53%), check a newspaper, or an insert, to find out. That number jumps to 60% for females.

Unlike some media, whose advertising message may be gone in 60-seconds, Newspaper has staying power. Over 1/3 of people who read a weekly newspaper, keep it around for a week or more (dailies tend to be kept for four days). On average a weekly reader will keep a paper for just over four days and the majority (62.6%) of papers are read by more than one person in the household.

While facing at least 1,000 advertising impressions each day, isn’t it nice to know that newspaper readers are committed? Almost half (46.5%) admit they read the entire paper thoroughly. Plus, many read, and re-read, the paper giving advertisers multiple opportunities to impress. Just when you thought the news couldn’t get better, these people then pass the paper to their spouse, significant other, or child. Newspaper Advertising. It pays to be seen.

Daily newspaper readers tend to be interactive. Over 63% are aware of their local newspapers website and nearly all of those people have visited it.

How important is Newspapers in Education (NIE)? A recent study showed that over 33% of those people that do not attained a high school education also do NOT read the newspaper.  (Double Check this stat)

Over 74% of newspaper readers earn $25,000 or more annually.

The older a Missourian gets, the more likely they feel like newspapers cover the community better. Weekly readers in particular feel they get their local news from newspapers.
 
71% of those female weekly newspaper readers polled have home delivery. They also ALL read the paper. Dailies are read at a 96.8% clip.

Female readers (weekly) read inserts at a 54% clip.

Oddly, while newspaper web sites have minimally changed readership habits, it has also sparked slightly higher subscriptions (minute numbers, but interesting).

Are you paying attention to what is going on Jefferson City? Your readers are. 67% (71% female) voted in the last election.

Interesting numbers in that the mean age is 45, income is $62,000 and almost 2/3 of the respondents have no kids at home.
 
 

December 12, 2007Check out the MPA and MPS BLOGS!

Missouri Press now has two blogs connected to its website: mopressservice.wordpress.com/ for information on what Missouri Press Service can do for you, OR mopressnews.wordpress.com/ for information on what is going on in the newspaper industry around the state.

You can keep up with all of Missouri Press’s latest work — advertising, marketing, clients we’ve been working with.

You can keep up with newspapers being sold, who's gone online, and awards, birthdays and more.

Check it out and let us know what you think; don’t be afraid to comment. Just go to the “Comments” box at the bottom of the blog page and offer your suggestions and thoughts. Being involved in your community increases the opportunity for success.

September 24, 2007Be a part of the MPA Online Ad Network!

MISSOURI ONLINE ADVERTISING SERVICE

Credible and local are strengths of the newspaper, and why advertising with online newspapers provides the best results.
According to analysis by Nielsen//NetRatings, 37.6% of all Internet users visit newspaper websites, and that number has grown 5.3% over the same time last year.
According to data from Scarborough Research, newspaper websites have helped drive a 13.7% increase in total newspaper audience for 25-34 year olds and a 9.2% increase for 18-24 year olds.

The Pulse Research statewide market survey of Missouri found even more interesting data.
•    32.3% of non-newspaper readers visit their local newspaper website a couple of times a month.
•    60.6% of Missourians often go to the Internet for more information about what they read about in their newspaper.
•    96.3% of Missourians have not changed their subscription status with their local newspaper since visiting the newspapers website.
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The Missouri Press Service’s Online Ad Network provides advertisers with the ability to reach thousands of potential customers reading newspapers online, with only a few clicks.
This system works with any size budget, you pick the amount you want to spend based on the number of people you want to see your ad.
Our network allows you to place banner ads on newspapers' websites throughout the state, all from your computer. Not only that, but you can also see which ads produce the most clicks, as well as who is clicking on them and when they were clicked.
Go ahead, get started!  To sign up for an account click on online advertising (left-hand column under Service). Fill in the blanks on the form and once approved, you can log in to manage and track existing ads, as well as place orders for new ads.

NOT FEELING TECHIE?

Simply call our office.  We’ll be happy to set up the account and manage any size campaign you want to try.  We can even design the ads for you.

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