National Newspaper Association
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For more information about the surveys, contact Brian Steffens, director of the National Newspaper Association at steffensb@missouri.edu, or Kenneth Fleming, associate director of research of the Reynolds Journalism Institute at flemingk@missouri.edu.
Community Newspapers Build Connection Between Readers, Advertisers
COLUMBIA, MO — Strong communities are all about strong relationships and connections: citizens and their government; citizens and community businesses; local government and local businesses; citizens and local social or cultural institutions. Nothing facilitates or creates those relationships and connections like America’s community newspapers. In cities and towns served by a community newspaper of 25,000 circulation or less, 86% of the population read a community newspaper each week. No other media has that kind of reach into and throughout those communities.This is among the findings of the 2008 research conducted for the National Newspaper Association (NNA) by the Reynolds Journalism Institute (RJI) at the Missouri School of Journalism at the University of Missouri. The findings are very consistent with two earlier research efforts by NNA and RJI’s Center for Advanced Social Research.
The connection between community newspapers and their readers, and the resulting connection of those readers to local advertisers, remains strong in communities across America. To many readers, the weekly advertisements are a form of news: weekly specials or sales, the launch of new businesses and services, the introduction of new products, and even a barometer of the economic health and vitality of the community.
Along Main Street across the nation:
- 79 percent of adults 18 and older read the classified ads.
- 73 percent read the grocery or supermarket advertisements and-or inserts.
Half rely most on their community newspaper for grocery shopping information. That’s twice that of the next most relied upon source: in-store promotions. And 10-times more than the third most relied upon source: direct mail. - 72 percent of community newspaper readers read the hardware and home improvement advertisements.
Some 28 percent rely most on their community newspaper for home improvement shopping information. That’s about 50 percent more than the next most relied upon source: in-store promotions. And three times more than the third most relied upon source: the Internet. - 66 percent of community newspaper readers read the department store ads.
- 65 percent of community newspaper readers read the discount store ads.
- 62 percent of community newspaper readers read the public notice ads.
- 81 percent believe government should be required to publish public notices in the local paper.
However, 71 percent found newspaper ads helpful in making purchasing decisions. That compares with almost 50 percent in 2007 and 41 percent in 2005.
“It’s very clear that newspapers provide a very strong connection between local readers and local businesses and services,” says John Stevenson, NNA president and publisher of the Randolph Leader in Roanoke, AL.
This year’s survey asked a new set of questions that had been asked in a similar Canadian study.
- Some 79 percent said they would rather look through newspaper ads than watch ads on TV.
This compares to 61 percent in the Canadian survey. - Three-quarters of adults said they would rather look through newspaper ads than view ads on the Internet.
- Just over 70 percent somewhat-to-strongly agree that they go looking for and through newspaper ads.
This is comparable to the Canadian response. - Nearly 70 percent somewhat-to-strongly agree that they enjoy reading advertising in their local paper.
This compares to 66 percent in the Canadian survey.
“Buyers read newspapers,” says Brian Steffens, NNA’s executive director, “and our research shows there is no stronger media for connecting a community, its people, government and economic vibrancy.”
- Some 78 percent of those surveyed said they planned to purchase health or medical products or services in the next year.
- 73 percent plan to buy women’s clothing.
- 60 percent plan to buy men’s clothing.
- 58 percent plan to purchase “travel," air, hotel, cruise, rental car, etc.
- 52 percent plan to purchase lawn and garden supplies or services.
- 41 percent plan to buy electronics.
Newspapers and the Internet were tied as the most relied upon source for electronics shopping information. - Nearly 35 percent plan to buy cell phones or cell phone service.
Newspapers and the Internet were tied, right behind in-store promotion, as the most relied upon source for cell phone shopping information. - 34 percent plan to buy financial or insurance products or services.
- 25 percent plan to buy furniture.
28 percent rely most on their community newspaper for information for home furniture shopping. That’s about 4 percent more than the second most relied upon source: in-store promotions; and more than twice that of the third most relied upon source: the Internet. - 16 percent plan to buy appliances.
26 percent rely most on their community newspaper for information for major appliance purchases, 7 percent more than the next most relied upon source: in-store information and the Internet (tie); and four times more than the fourth most relied upon source, magazines. - 11 percent plan to buy a used vehicle.
- 9 percent plan to buy a new vehicle.
Readers rely equally on newspapers, dealerships and the Internet for information for new car purchases (about 18 percent each).
“That’s a solid shopping list for Main Street America,” Stevenson says. “And community newspapers help both buyers and sellers.”
Established in 1885, the National Newspaper Association is the voice of America¹s community newspapers and the oldest and largest newspaper association in the country. The nation’s community newspapers inform, educate and entertain more than 60 million readers every week.
Founded in 1908, the Missouri School of Journalism has set the standards for journalism and strategic communication training for almost a century. The proven "Missouri Method" blends theory and practice through coursework and the university's own media, including a community newspaper, a network television station and a national public radio station.
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