I see a lot of research and I always remind myself to consider the source. Here’s some new research from the the Newspaper Association of America and it shows that newspapers are the primary medium for consumers checking advertising.
The point they’re making is that when consumers are thinking of making a purchase they go to their newspaper first to help plan their shopping trip.
I wonder how they asked their questions. I just can’t imagine going to my newspaper first before I go on a shopping trip. I think it would be time better spent online looking for information. And, many of the studies I’ve read show a consumer preference for online research over anything else.
Maybe the most important thing to take from a study like this is that newspapers are still relevant for local advertising. I don’t agree that they’re the most important source for information but they are still valuable for local retailers and therefore, as a marketer you have to continue to help your retailers advertise in newspapers as you simultaneously help them migrate some of their dollars to the internet.