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Newspapers' Digital Ads Attract Consumers, Study Shows

18 Apr, 2012 By: Jackie Jones

ARLINGTON, Va. – As the newspaper model continues to evolve toward more digital platforms, readers are responding well to digital advertising, according to a survey commissioned by the Newspaper Association of America and performed by Frank N. Magid Associates.

Among digital newspaper readers, 66 percent of those consumers said they have acted on digital ads seen within newspaper content; 61 percent of tablet owners have acted on newspaper tablet ads; and 59 percent of smartphone owners have also responded to digital advertisements amid newspaper content seen on those mobile devices, according to the survey.

"This information gives us great insights into the drivers of engagement with newspaper media across platforms and shows that the enduring value of newspapers – depth, quality, quantity and dependability – extends to digital platforms as well,” said Caroline Little, NAA president and CEO. “The study also demonstrates that advertisers can effectively reach a shopping audience across newspapers’ multiple platforms. What’s more, consumers are accessing newspaper content throughout the day on different platforms. In fact, almost two-thirds of mobile newspaper readers agree their news consumption has increased after starting to use mobile devices. Clearly, newspapers’ embrace of multiplatform strategies provides significant opportunities for audience and revenue growth.”

Newspapers’ digital reach continues to grow as well, with 60 percent of survey respondents reporting they have looked at an online version of media from a laptop or desktop; 26 percent said they looked at an online version using a smartphone; and 12 percent used their tablet devices to view newspaper content online.

"Consumers recognize the value newspapers deliver in today’s digital world, and as adoption of broader digital habits take hold, they remain actively engaged with newspaper content across platforms,” Little said. “At the same time, newspapers are innovating and embracing digital technologies to grow their audiences across these platforms.”

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