There continues to be a disconnect, as a percentage, between where consumers spend their media time and where advertisers spend their media dollars.
Not everyone is convinced that this should be a one for one comparison, as time spent doesn’t necessarily mean value to an advertiser.
That being said, I’m stilled amazed at how much money is being spent on newspapers as every indication is that readership is going down as consumers spend more and more time online.
Not just this study, but other evaluations show that newspaper advertising doesn’t deserve the advertising dollars it’s getting. When it comes to independent retailers, they still use the newspaper because it’s what they know best and there is an effect to having newspaper sales rep calling on them regularly.
The internet has a great ROI but it doesn’t have a local sales rep and it isn’t easy to understand.
Smart brand managers see this disconnect and help independent retailers move advertising dollars from old media to new media. It’s good for the brand and it’s good for the retailer.
Newspapers should still be in the mix, but not so much as in the past.