New Research: Consumers Rate Newspaper Advertising as Primary Shopping Information Source

Editor&Publisher reporting: Published: April 13, 2011

Arlington, Va. - Newspaper advertising is the leading advertising medium cited by consumers in planning, shopping and making purchasing decisions, according to data from a Frank N. Magid Associates survey of 2,500 adults. The findings, announced today by the Newspaper Association of America, paint a strong picture of the unmatched value newspaper advertising continues to deliver in today's media landscape.
The study, titled "How America Shops and Spends 2011," is the latest in an ongoing series of NAA research investigating consumer shopping habits and the influence media has on shopping today. Highlights include:
• Four-in-five adults (79 percent) of those surveyed said they "took action" as a result of newspaper advertising in the past month, including:
o Clipping a coupon (54 percent)
o Buying something (46 percent)
o Visiting Web sites to learn more (37 percent)
o Trying something for the first time (20 percent)
...• Advertising on local newspaper websites ranked second (behind only e-mailed store or product information) among online options for advertising sources, beating general interest websites, or portals, paid ads that appear on the right side of the search engine screens, ads on social network pages, and ads on mobile devices.

http://www.editorandpublisher.com/Departments/AD/CIRC/new-research-consumers-rate-newspaper-advertising-as-primary-shopping-information-source-64800-.aspx