Top 10 Reasons
Reasons to Advertise on a Newspaper Website
1. Credibility. The credibility of the newspaper brand extends to the advertiser. Sixty percent of users agree that online advertising is more believable from a trusted website. Newspaper websites are the dominant local media site in most markets.
2. Targeted. Advertising on an online newspaper is more personal, and more relevant because it is local. Newspapers also publish many niche sites (sports, family, agriculture, etc.) for virtually any demographic advertisers could want to reach. Newspapers know about their web audience because of online registration programs and highly accurate audience-segmentation software.
3. Frequency. The online newspaper website user spends about twice as many hours online than the general web traveler. At least one-third of online newspaper visitors return to the site several times per day.
4. Content. Except for e-mail, the most popular online activities and content categories are national and local news, sports, financial information and entertainment. More than 60 percent of general Internet users visit online newspapers for local news, compared with 39% for the local TV station websitse and 23% for the local radio station sites. Nothing on the Internet can top online newspapers as a local news source.
5. Purchasing power. Eighty percent of newspaper website users purchase online compared with less than 50% of general users. Thirty-nine percent of online newspaper users have incomes higher than $75,000, and 65% own their homes. Fifty percent of online newspaper users have spent more than $500 online in the last six months, and 63% of online newspaper users prefer to find out about new products through the Internet.
6. Retailers prefer newspaper sites. Almost 60 percent of retailers report that newspaper sites are efficient in assisting them in meeting marketing needs compared with other sites.
7. Mix. Recent studies have shown the power of online, when included in a mix with traditional media, solidifies the brand message. Newspaper print and online products combined have the highest penetration and most desirable audience of any other local medium.
8. High profile. Research.net reports that among top executives, Internet advertising ranked above all other media when measured for:
1. "Where I prefer to find out about new products,"
2. "Where I prefer to receive information about companies," and
3. "Where modern, up-to-date brands advertise."
9. Reinforcement. Sixty-five percent of online newspaper users also read the newspaper in the past seven days, and repetition increases awareness.
10. Quality. Seventy-five percent of advertisers generally said newspaper websites advertising was as good or better than other Internet sites.
Sources: Pioneer Press, MORI Research; Newspaper Association of America, Research.net