A new National Newspaper Association survey has yielded some results that will be useful for advertising salespeople who are selling the value of a community newspaper ad buy. Here are the stats you will want to pass along to your salespeople:
– On average, readers share their paper with 2.36 additional readers.
– Nearly 40 percent keep their community newspaper more than a week.
– Three-quarters of readers read local news “often to very often” in their community newspaper.
– Among those going online for local news, 63 percent found it on the local newspaper’s website, compared to 17 percent for sites such as Yahoo, MSN or Google, and 12 percent from the website of a local television station.
– 60 percent read local education news “somewhat to very often” in their newspaper, while 65 percent never read local education news online.
– And finally, something to brighten the day of everyone in your ad department: 47 percent say there are days they read the newspaper as much for the ads as for the news.
And in other survey news, community newspapers experienced a slight decline in circulation volume in the second quarter of this year compared to the first quarter, down about 2 percent as a group, according to the latest audit data from Circulation Verification Council.
The CVC survey said 45 percent of community newspaper publishers reported that circulation increased, with the heaviest declines in the Southeast.
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