Donald W. Reynolds Journalism Institute

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RJI Research

2008 Readership/Advertising Survey Highlights

• 37% read classified ads somewhat-to-very often
  • 21% read classified ads very often

73% of readers read grocery-supermarket ads

• 47% of readers read grocery-supermarket ads somewhat-to-very often
  • 34% read grocery-supermarket ads very often
• Half of readers rely most on newspapers for grocery shopping information
  • That’s twice the next most relied upon source:
  • 25% rely most on in-store promotions
  • 5% rely most on direct mail for grocery shopping information
  • 4% rely most on shoppers/ad sheets for grocery shopping information

72% of readers read hardware-home improvement ads

• 36% of readers read hardware-home improvement ads somewhat-to-very often
  • 20% read hardware-home improvement ads very often
• 28% of readers rely most on their local newspaper for building and home improvement shopping information
  • That’s nearly 50% more than the next relied upon source:
  • 20% rely most on in-store promotions
  • 10% rely most on the Internet for home improvement purchase info
  • 4% rely most on television

66% of readers read department store ads

• 29% of readers read department store ads somewhat-to-very often
  • 15% read department store ads very often
• 65% of readers read discount store ads in their local paper
  • 32% read discount store ads somewhat-to-very often
    • 19% read discount store ads very often

62% of readers read public notice ads in their local newspaper (not all papers publish public notices)

• 29% read public notice ads somewhat-to-very often
  • 15% read public notice ads very often

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81% of readers believe government should be required to publish public notices in newspapers
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78% of readers planned to purchase health or medical products or services in the next year

73% of readers planned to buy women’s clothing in next year

60% of readers said they planned to purchase men’s clothing in next 12 months

58% of readers said they planned to purchase travel in next 12 months

52% of readers planned to purchase lawn and garden supplies or services in next year

41% of readers said they planned to purchase electronics in the next 12 months

• 23% of readers rely most on their local newspaper or the Internet (tie) for electronic shopping info
  • 18% rely most on in-store promotions
  • 6% rely most on television 
  • 4% rely most on magazines

35% of readers said they planned to purchase cell phones or cell service in next year

• 10% of readers rely most upon their local paper for cell phone shopping info
  • 17% rely most on in-store promotions
  • 11% rely most on the Internet for cell phone shopping information
  • 7% rely most on television for cell phone shopping information

34% of readers planned a financial or insurance product purchase in next year

25% of readers said they planned to purchase furniture in the next 12 months

• 28% rely most on their local newspaper for furniture shopping information
  • 24% rely most on in-store promotions
  • 12% rely most on the Internet for furniture shopping information
  • 5% rely most on television

16% of readers said they planned to purchase appliances in the next 12 months

• 26% of readers rely most on their local newspaper for appliance shopping information
  That’s nearly 50% more than the next most relied upon sources:
  • 19% rely most on in-store promotions or the Internet (tie) for appliance shopping information
  • 6% rely most upon magazines
  • 4% rely most upon television

11% of readers said they planned to purchase a used vehicle in the next 12 months

9% of readers said they planned to purchase a new vehicle in the next 12 months

• 17% of readers rely most on the local paper for new car shopping information, virtually the same as those who rely on either information at the dealership, or from the Internet.
  • 19% rely most on information at the dealership
  • 18% rely most on the Internet for new car shopping information
  • 6% rely most on television for new car shopping information

7% said they planned to purchase a house in the next 12 months
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50% said they NEVER use radio to make purchasing decisions

• An additional 28% said they RARELY use the radio to make purchasing decisions

34% said they NEVER use direct mail to make purchasing decisions.

• An additional 35% said they RARELY use direct mail to make purchasing decisions

30% said they NEVER use television to make purchasing decisions

• An additional 29% said they RARELY use television to make purchasing decisions

30% said they NEVER use the Internet to make purchasing decisions

• An additional 11% said they RARELY use the Internet to make purchasing decisions

23% aid they NEVER use the Yellow Pages to make purchasing decisions

• An additional 35% RARELY use the Yellow Pages to make purchasing decisions

In contrast, 43% of readers said newspaper advertising was helpful-to-very helpful in making purchasing decisions (71% said newspaper advertising was somewhat to very helpful in making purchasing decisions).
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79% of respondents reported living in a small town of less than 10,000 population, or in rural or farm areas. Only 22% reported living in a medium size town or suburb. (15% live on a farm; 25% in rural area; 39% in town less than 10,000, population; 16% in a medium size town, 10,000 – 25,000; 6% “other”)

88% of respondents own a home; 10% rent.

22% have children younger than 18 years old living at home

91% of respondents have at least a high school education

95% of respondents described themselves as white-Caucasian

• 1.4% as African American
• 1.2% as American Indian
• .8% as Asian American
• .6% as Latino/Hispanic

60% of respondents described themselves as married

• 13.5% as single
• 13% as widowed
• 9% as divorced
• 1.6% as member of an unmarried couple
• 1.2% as separated

38% of respondents reported they were employed full-time

• 30.5% said they were retired
• 6% as employed part-time
• 13% as self-employed
• 4% each as unemployed/out of work or homemaker
• 2% each student or disabled

44.6% of respondents reported an annual household income of $50,000 or more

• 22.9% reported annual household income of $25,000--$50,000
• 18.7% reported annual household income of $50,000--$75,00
• 14.7% reported annual household income of $100,000 or more
• 11.2% reported annual household income of $75,00--$100,000
• 8.2% reported annual household income of $10,000--$25,000
• 4.8% reported annual household income below $10,000

Respondents were 53% female; 47% male.

Three-quarters (75%) of all surveyed have Internet access at home.

• 74% of those have broadband access at home

Almost one-third (31%) of readers who have Internet access report they visited the local newspaper’s web site in the past month. That compares to 27% in 2007.

Of those who visited a local newspaper web site in the past month:

• 76% visited within the last week (same as 2007)
• 11% visited the web site daily (compared to 7% in 2007)

The average age of respondents in 2008 was 56. The range was 18-95.

• 34% were 65 years old or older
• 23% 55-64
• 19% 45-54
• 13% 35-44
• 7% 25-34
• 5% 18-24

The average number of years 2008 respondents had lived in their home was 16.4 years

• 19% have lived in their home 30 years or more
• 15% 20-30 years
• 25% 10-20 years
• 19% 5-10 years
• 18% less than 5 years
• 3% less than 1 year

Read more

• 86% of Adults 18-plus Read America's Community Newspapers Weekly
• Community Newspapers Build Connection Between Readers, Advertisers

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