Advertising Your Direct Sales Business in the Newspaper

by Franco on March 16, 2008

Why ? In a world where consumers are tuning out or deleting advertising right and left, independent research shows that newspapers are a destination—not a distraction—for advertising content.

According to research by the Readership Institute at Northwestern University, advertising is one of the top five drivers of newspaper readership. That’s because consumers seek out the newspaper to make product buying decisions. Readers feel emotional connections, such as: they enjoy reading newspapers, they feel better informed after reading, they miss reading it’s if taken away, most say reading ads are a good use of their time, they also feel reading newspapers is relaxing, and most also say that some stories touch them personally. What does all this mean to you? dollars spent in newspaper ads can be very profitable if the placement is correct, and your copy is good.

Newspapers own nearly half of all online news and information sites, and local news sites provide the dominant information websites in most of the top 75 markets. More than one third of active internet users, visit newspaper websites each year. Who are these visitors: they tend to be younger and better educated. In addition:

* 91 percent recently shopped online
* 89 percent recently bought online
* 71 percent are only daily at work
* 68 percent have broadband at home
* 56 percent used the newspaper Web site at least once a day
* 40 percent are under 35
* 22 percent have incomes higher than $100,000 annuallly

Although these young readers are web savvy, the printed newspaper is still the primary source for local advertising but the newspapers website beats TV, radio and Yellow Pages as the next best source of information. Advertising on newspaper websites, like its print counterpart, is also a high demand placement. According to the 2005 American Interactive Consumer Survey, more than 32% of newspaper Web site users were very interested in advertising content, behind only weather as an area of interest; more than 40% of young adults were very interested in advertising, behind weather and entertainment content.

Sixty-five percent of those who research purchases on the Web and shop at local stores, said that ads on the local newspaper website influenced their purchasing decision.

For more information on newspaper advertising, see the posts in Newspaper Advertising, here on

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