Why Newspaper

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2005 Readership Survey

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“ALABAMA’S PRINT MEDIUM" The good, old Newspaper is certainly the oldest -- and is still the largest -- of the major advertising mediums, and it still plays an integral role in the media buyer's ad planning. Newspapers were an important and respected advertising medium long before their competitors were even thought of. Newspapers collectively comprise Alabama’s largest ad medium. Over two thirds of the dollars spent in Newspaper advertising is derived from local advertisers. While Newspapers have been replaced as the primary medium for "national" advertising by Television -- it's local orientation has made it well suited to retailers. Newspapers enable merchants to reach a wide cross- section of people, by concentrating their coverage in the local market. It's this wide coverage of local markets that is the Newspaper's greatest strength. Since many communities have only one Newspaper, a very large number of people can be reached with two or three ads. While Newspapers lack the intrusiveness of radio and television, Newspapers are still an effective advertising medium. They do an excellent job of reaching established customers, and therefore, are an excellent base for retail advertising.

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Why Newspaper? The newspaper effectively reaches shoppers when they’re in the market for a broad range of products and services. It is a portable and convenient source of advertising information-helping consumers decide where to shop and what to buy. Unlike any other media, the newspaper delivers consumers each and every day, reaching an array of customers from traditional to emerging markets with unsurpassed advertising impact. Universal coverage, utility and power are the driving forces behind newspapers. And that is why, Newspapers Add Value For Advertisers. Source: 2004 Newspaper Association of America

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Credibility – a high degree of familiarity, acceptance and respect from the community. Reaches a relatively mass audience in a market with a single exposure. Strongest medium in overall penetration of the adult, upscale market. Medium that most adults say has the most believable advertising. People turn to this medium most for local news and advertising information. Short deadlines allow advertisers to respond quickly to business and competitive changes. Has the ability to educate consumers by communicating lengthy, complex or detailed information and descriptions in a single ad. Offers a variety of ad sizes, products and placement to meet advertisers’ goals. Strengths of Newspaper Advertising Source: 2004 Newspaper Association of America

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Newspaper vs. Television Fact: With over 106 million TV households nationwide, television would seem pretty ubiquitous as a medium. However, only 43% of adults are watching television during an average half-hour of primetime, the peak hours of viewership. Also, the number of available channels per home has increased from 10 in 1980 to 82 in 2003, significantly fragmenting the TV landscape. This has caused a decline in time spent viewing each channel. So, the TV audience has become more elusive for advertisers as they have to spread media dollars across more channels to reach their targets. The Bottom Line: Newspaper delivers the consumers that advertisers most want to reach – those with higher household incomes, more education, and more job responsibility. Nationally, more than 55 million newspapers are sold daily, with an average of 2.3 readers per copy. And on Sunday, more than 59 million newspapers are sold, with an average of 2.4 readers per copy. That’s mass coverage! Sources: Mediamark Research Inc., Doublebase 2003; Nielsen Media Research; TV Dimensions 2003

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Newspaper vs. Radio Fact: While most adults have a favorite radio station, this audience is fragmented by more than 20 formats in a given market. Since there are so many formats splitting the radio audience, advertising must occur frequently to build reach. Thus, heavy listenership is needed to build retention. Also, radio cannot portray details such as illustrations, maps or coupons in an ad. The strength of newspaper is underscored by selective advertising and a rich editorial environment. Heavy readership occurs among consumers advertisers want to reach. The Bottom Line: The consumers advertisers want to reach most – those with higher education, greater professional responsibility, and larger incomes – use newspapers more heavily. Newspaper ads can run in an editorial environment and take advantage of copy long enough to list all of a product’s features, including photos, illustrations and coupons. A radio listener can not replay a radio spot or slow it down to catch every detail. In the newspaper, ads will be seen, read, clipped and acted upon! Source: NAA 2004

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Newspaper vs. Cable Fact: While total (basic) cable reaches the majority of adults, an advertiser would need to combine all the networks in a market to benefit from this level of coverage. The vast number of cable networks splinters the TV audience and makes it more elusive to advertisers. When compared to the top 10 cable networks, newspaper’s reach is significantly greater. The Bottom Line: The impact of cable advertising is compromised by more than 100 channel options for viewers. And, though cable household penetration is 82%, almost one out of five households is still excluded from cable advertising messages. The newspaper is a portable and convenient source of advertising information available to all consumers. Source for Cable Penetration: Cable television Advertising Bureau, 2003

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Newspaper vs. Yellow Pages Fact: Yellow Pages are a medium where buyers usually seek sellers of products and services. Fifty-two percent of consumers who reference the Yellow Pages already have the name of a business in mind. Therefore, it may not be necessary for an advertiser to allocate valuable media dollars for a large display ad. A simple listing including a name, address and phone number is what consumers generally expect to find in the Yellow Pages. Newspaper not only reaches more consumers, it permits daily contact with a constantly changing market. This enables consumers to make informed decisions on current offerings by advertisers. The Bottom Line: Yellow Pages cannot show current department store fashions or this week’s specials at local supermarkets. Yellow Page listings are typically set to run without change for a minimum of twelve months. Newspaper advertising schedules have short lead times for insertion. This is a major benefit to advertisers who need to move fast or test a product. So while an ad is walking in the Yellow Pages, it could be running in the newspaper. Source for Yellow Pages reference: Yellow Pages Publishers Association, 2003

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METHODOLOGY Anzalone Liszt Research, Inc. conducted N=800 telephone interviews with adult Alabama residents. Interviews were completed between January 19 and January 26, 2005. Respondents were selected using a random-digit dial methodology that allows every Alabama household with a phone the same chance at being called. Expected margin of error for these results is 3.5% with a confidence level of 95%. Of the N=800 interviews, a full 94% (N=753), read a newspaper in some form either daily, weekly, on Sundays or over the internet. Base: 3,323,678 total adults age 18+ in the State of Alabama Source: Anzalone – Liszt Research, Inc. January 19-26, 2005