Newspaper advertising nationally is in a state of flux. According to a 2011 Frank N. Magid associates report, 52 percent of adults used newspapers for shopping, planning and decisions in the previous week, 79 percent acted on newspaper ads in various ways in the past 30 days.
The internet is taking on more of the consumer’s interest for shopping; however, print newspapers remain a formidable force for consumer advertising.
This includes 48 percent of adults who made newspaper ad-driven purchases, and 42 percent who were directed to online sources by the ad.
Inserts for newspapers continue to have strong consumer engagement. Three-fourths of the Americans (72%) say they read newspaper preprints regularly or occasionally. About half of adults (47%) have used newspaper preprints in the previous 7 days to plan shopping. About 8 out 10 (79%) acted in them in various ways over the previous 30 days, such as clip coupons, compare prices, show to another person, make an unplanned purchase, or to take to the store when shopping.