Why papers?

Written by Administrator
Wednesday, 17 August 2011 13:53

Who is Reading Newspapers?

Consumers consider local newspaper web sites to be the most trusted source of online advertising with ads that are perceived to be more current, credible and relevant to them.

NEWSPAPERS WORK FOR EVERYTHING HOMES

Source: The Huffington Post, “Song of the Open Newspaper”, Feb. 05, 2010;

Pew Research Center “State of the News Media Report”, March 2010

Business Executives

In Canada, business accounts for 40% of economic activity

75% read a print community newspaper in the last week

Source: NADbank 2009: ComBase 2008/2009; Globe and Mail, “Canadians spend as U.S. shoppers scimp, Nov, 24, 2009

Women

76% read a print community paper any of last 4 issues

Substantial:        51% of the adult population

Influential:          Control 80% of household purchases

Influence 95% of household purchases

Online users:     Top three activities:

1. 76% connect with family & friends

2. 73% read news

3. 71% plan to shop for sales/compare prices

Sources: NADbank 2009; ComBase 2008/2009; Statistics Canada 2010; Adage.com. “This Just In: Advertising Works on Women”, December 1, 2010; Unicast, “What Women Want from the Web Report”, Summer 2010

Boomers (45-65)

79% read a print community paper any of last 4 issues

Substantial:           Account for 41% of the population & 70% of Canada’s Wealth

Like Advertising:  80% indicate that newspapers (& flyers) have ads that are useful

Online Users:                        Top three activities:

1. 93% email

2. 73% read news

3. 71% shop online

Sources: Centre for Media Research, Nov. 19, 2009; Statistics Canada; NADbank 2009, ages 50-64; Combase 2008/2009 ages 50-64; Ipsos Reid 2008, zoomershow.ca 2010