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Can my print ads actually get people to go online and check out a product or service?

Print newspaper ads drive online traffic and purchases. How do we know? Google told us!

That’s right. In a research study commissioned by Google and conducted by Clark, Martire & Bartolomeo in October 2007 and released in April 2008, among individuals who research products and services after seeing them advertised in newspapers, 67 percent use the Internet to find more info, and almost 70 percent of them actually make a purchase following their additional research.

The Google-commissioned research study also found that among newspaper readers who use the Internet …

  • 56 percent researched or purchased at least one product they saw advertised in the newspaper in the previous month.
  • 44 percent of newspapers readers who use the Internet researched at least one product. 48 percent of them visited a store. 23percent called a store and 23 percent asked a friend. 42 percent of respondents purchased at least one product.

Newspapers, Your newspaper … is still the one!

Why? Simply put, newspapers, whether in print or online, have a distinct local audience who trust them. Newspapers, your newspaper, influence and motivate readers to search, learn about, find and purchase goods and services.

By Chuck Nau

Chuck Nau, of Murray & Nau, Inc., is a publishing consultant with more than 25 years of experience, having served the Seattle Times, Knight-Ridder Newspapers and the Chicago Tribune in a number of management, marketing, media and sales capacities.

Nau’s work as a publishing consultant includes clients who are newspapers, publishing associations and niche publications. His practice enables him to put his wide range of publishing experience to work for publishers, sales management teams and senior managers on both a day to day and special project basis. He has assisted clients as a management consultant, sales trainer, facilitator and coach/mentor in advertising, circulation and marketing areas.

In addition to his consulting practice, Nau has spoken to and conducted workshops for a number of national publishing groups, state press associations, and newspaper organizations throughout North America. He has written a series of columns covering topics in advertising, management, marketing, and sales which have appeared in various newspaper industry and press association publications.