Newspaper
readership increases
with the readers' level of: education, household income,
age, job responsibility,
and home value.
General
Readership Statistics:
°
More than
80 percent of adults ages 18 to 70 regularly
or occasionally refer to inserts in their
newspaper.
°
Two out of three consumers
say newspapers are their primary source of
shopping information.
°
Newspapers are read by adults
of all ages.
°
Freestanding inserts are
viewed as second in popularity after the main
news or front page of the newspaper.
°
Newspaper readership is very
strong. According to Scarborough Research,
55 percent of American adults read a newspaper
on an average weekday, and Sunday readership
is 63 percent.
°
Sixty-five percent of women
read the Sunday newspaper compared to 63 percent
of men.
°
Forty-one percent of teens
report reading inserts every Sunday.
°
Seventy-three
percent of teens say that the Sunday newspaper
is the most helpful medium when thinking about
which products to buy.
50%
of consumers that read the Sunday
paper keep the inserts until
midweek to refer back to, respond or make a purchasing
decision
°
Sixty-two
percent of consumers rate newspapers as the
most up-to-date shopping medium. Television
and Internet tied for second at 14 percent.
°
Fifty-six
percent of consumers feel that newspaper
advertising is the most believable and trustworthy
media choice followed by catalogs at 14 percent.
°
Sixty-two percent of consumers
rate newspapers as most convenient as compared
to 14 percent for television, 13 percent
for catalogs and 10 percent for the Internet.
°
Newspapers are the most
used medium to check out ads (63 percent). The
Internet is second with nine percent and
the radio is third at only seven percent.
°
Sixty-four percent of consumers
report that newspapers are best for bringing
sales and new information to their attention
vs. 18 percent for TV and 10 percent for
ads in the mail.
°
Sixty-five
percent of consumers report spending the
most time reading the newspaper vs. 12 percent
for magazines and 11 percent for catalogs.
Hispanic
Newspaper Readership:
°
Fifty-three
percent of all U.S. Hispanics read a daily
newspaper in the past week.
°
Hispanic daily newspaper
readers are 11 percent more likely than the
general population to rely on newspapers to
keep them informed about new products.
°
Hispanic daily newspaper
readers are six times more likely than the
general population to believe advertising in
the newspapers is more useful than other forms
of media.
79%
of adults
read
a newspaper
once a week
66%
of these readers
seek out the
inserts
Combined
with newspaper coverage, newspapers'
TMC shopper products provide you with
the opportunity to reach virtually 100% of
the households in your target market.
