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Use Print and the Web for a One-Two Promotional Punch
April 18, 2008
Yesterday,
I discussed an interesting session at
NEXPO’s Capital Conference earlier this week about the potential for producing customized, personalized, and 1:1 targeted newspapers—and how advertisers and marketers could avail themselves of such an idea.
At the show, the Newspaper Association of America announced the results of consumer research commissioned by Google that found that consumers who respond to newspaper advertising use the Internet to conduct further research, and of those who have responded to a print ad and then conducted further online research, 70% make a purchase. Of course, these are only the people who responded to a newspaper ad—not consumers in general. But still...
The
NAA’s press release provided some additional data from the research:
- Newspaper readers respond to ads in their newspapers. More than half (56 percent) of respondents either researched or purchased at least one product they saw in the newspaper in the last month.
- Newspaper advertising drives Web traffic. Of those who said they researched at least one product they saw in the newspaper, 67 percent said they conducted research online, compared with 48 percent who visited a store, 23 percent who called a store and 23 percent who asked a friend.
- Use of newspapers and the Internet reinforces consumer confidence. Around half of respondents (48 percent) said that seeing a product in the newspaper after seeing it online would make them trust the product more and be more likely to purchase, illustrating the value of reaching the same customer through multiple media. More than half of that group (52 percent) said they would be more likely to purchase the product.
- Of the more than half of respondents who said they either purchased or researched a product after seeing a newspaper ad in the last month, 42 percent reported they purchased a product and 44 percent said they researched at least one product (with some overlap between the groups).
- Overall, nearly 30 percent of Internet-using newspaper readers went online to research at least one product that they saw in the newspaper (on average, they researched nine).
The conclusions of the research, which confirm the results of other research that has been conducted over the years, are that print newspapers and online information sources provide a valuable one-two punch for consumers. And while it looks like newspapers are on the ropes and may be down for the count (to mix my boxing metaphors), they cannot and should not be counted out.
Posted by Richard Romano on April 18, 2008 | Comments (1)
