Some Positive Signs Around Continued Newspaper Insert Usage

Ran across a fairly recent NAA study (performed by Scarborough Research in 2008 and MORI Research in 2009)  and given all the not so great news that came out this week around newspaper circulation,  thought a counter point of view would be worth while to explore.

Overall newspaper inserts are still being used by those that have access to them.

• 75% of all U.S. adults read a newspaper in print or online in the past week; over 170 million adults. For shoppers, newspaper advertising is an opt-in medium in an opt-out world.
• 59% of adults rank newspapers first as the media used to help plan shopping or make purchasing decisions in the past 7 days.
• 80% of newspaper readers report looking at advertising when reading the paper.
• 41% say newspapers are the medium used most to check out ads, more than all electronic media combined. (TV, radio, Internet)
• 77% of newspaper readers took an action as a result of a print newspaper ad in the past 30 days. 59% clipped a coupon, 52% bought something advertised and 45% visited a store.
• 60% of newspaper readers followed up a newspaper ad online in some way. 44% went to a website after seeing a print newspaper ad and 28% conducted an online search after seeing a newspaper ad.
• 82% of readers used a preprinted insert in the past 30 days.
• 59% used to compare prices, 55% used to compare one circular to another, 52% saved until visiting the store and 43% used to make an unplanned purchase.
• 4.4 days is the average time frame that an  adults keep an inserts.