Q & As

Who are newspaper readers?
Do newspaper readers vote?
Do newspaper readers actually read the ads in the paper?
Why are newspaper readers a good way to reach undecided voters?
I’ve heard that newspaper readership is declining. If that’s true, why would advertising in a newspaper be a good idea?
Aren’t TV, Radio and the Internet more believable sources of information?
What do newspaper ads best convey?
Can newspaper ads generate a response?
Is newspaper advertising one dimensional?
Can newspapers actually target specific constituencies?
Are newspapers exempt from federal campaign laws?
Isn’t it difficult to buy newspaper ad?
Why advertise online?
Do internet users visit newspaper websites?
Do voters visit newspaper websites?
Do internet users read online ads?
Why buy online newspaper ads?

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Question:  Who are newspaper readers?

Answer:   Newspaper readers tend to be more educated, affluent, and diverse. Additionally, they tend to be more interested and involved in the affairs of their community and country. (source: Mediamark Research Inc. 2006; Interactive Market Systems Inc.)

Question:  Do newspaper readers vote?

Answer:   Yes! 3 out of 4 voters are regular newspaper readers ... a higher percentage than any other medium. (source: Moore Information survey of 800 voters, March 2006)

Question:  Do newspaper readers actually read the ads in the paper?

Answer:   Yes. While people try to avoid ads on TV and radio, it’s not true with newspapers. In fact, 52% say newspapers are where they go specifically to “check out” the ads. Ads in newspapers are a “destination, not a distraction.” (source: How America Shops & Spends MORI 2005)

Question:  Why are newspaper readers a good way to reach undecided voters?

Answer:   Like voters in general, undecided voters are also avid newspaper readers.
Incredibly, 3 out of 4 undecided voters are regular newspaper readers. No other medium even comes close. Surveys also show that newspapers are where voters go who are still undecided in the final days leading up to Election day. (source: Moore Information survey of 800 voters, March 2005)

Question:  I’ve heard that newspaper readership is declining. If that’s true, why would advertising in a newspaper be a good idea?

Answer:   While it’s true that overall newspaper readership has declined slightly in some markets, newspaper readership is up in many others. However, major network TV primetime viewership is down significantly all across the country. The fact is that newspapers – in print and online – are the number one local media brand so perhaps it’s not surprising that 3 out of 4 voters rely on newspapers as their primary source for news and information. (source: 2005 NAA Media Engagement survey)

Question:  Aren’t TV, Radio and the Internet more believable sources of information?

Answer:   No. When it comes to credibility in political advertising, there’s one thing everyone agrees on: newspapers are number one. Results from the Voters and the Media survey show that voters of all demographic groups … age, ethnicity, income, education … find political newspaper ads more believable than any other medium. (source: Moore Information survey of 800 voters, March 2006)

Question:  What do newspaper ads best convey?

Answer:   Credibility and believability. Republicans, Democrats, and Independents of every age, ethnicity and education level find political ads in newspapers more believable. Newspapers are also an ideal medium for more in-depth “studied” issues. When important election issues can’t be adequately addressed in a :30 TV spot, newspapers are the medium to turn to. (source: Moore Information survey of 800 voters, March 2005)

Question:  Can newspaper ads generate a response?

Answer:   Absolutely. Voting is a response and that’s what newspaper readers do. In the last presidential election, an astounding 9 out of 10 newspaper readers voted. No other medium even comes close. In the most recent midterm elections, when voter participation is traditionally lower, no less than 8 out of 10 newspaper readers cast a ballot. Newspaper ads can generate a response from voters in other ways, too. Among other things they can provide a link to a campaigns’ website and play a key role in GOTV efforts. (source: The Cromer Group/Moore Information national survey, Aug. 2003)

Question:  Is newspaper advertising one dimensional?

Answer:   No. Newspaper advertising isn’t just black and white anymore. Today’s newspapers give you options to bring your message to life in many ways. Whether it’s a traditional print ad in the pages of the paper, full-color inserts, glossy brochures, Voter Guides, a polybag wrapper, a “Post-It” note on the front of the paper or an eye-catching links to your campaign’s website … today’s newspapers deliver your message your way.

Question:  Can newspapers actually target specific constituencies?

Answer:   Yes. Today’s newspapers can deliver your message right to the doorstep of the specific voters you want to reach. In many markets, you can target delivery by zip code, carrier route, and even house-to-house. Also, where your ad appears in a specific section can also help to skew your readership, i.e. sports, health, or local news. Additionally, newspaper websites offer a whole host new targeting options (and results measurements) available only on the web.

Question:  Are newspapers exempt from federal campaign laws?

Answer:   Yes again. Other than making sure you have the correct disclaimer, anyone, including special interest groups, 527 groups, political action committees and unions can run a newspaper ad right up through the primary or general Election Day. That means newspapers may be your last chance to reach key voters before they go to the polls.

Question:  Isn’t it difficult to buy newspaper ad?

Answer:   Thanks to changes throughout the industry, buying political and issue advertising in newspapers has never been easier. With special political rates, trained sales staff and flexible closing dates, newspapers are making it clear they want your business. Now, with National organizations like the Newspaper National Network or your states’ press service, you can buy from 1 to 1,000 newspapers with a single order and check.

Question:  Why advertise online?

Answer:   Because 141 million Americans – 7 in 10 – use the internet. And it’s where voters are increasingly turning for their news and information. (source: Moore Information survey “USA Voters Political News Sources,” Feb. 2007)

Question:  Do internet users visit newspaper websites?

Answer:   According to a custom analysis provided by Nielsen//NetRatings for the NAA, more than 59 million people (37.3 percent of all active Internet users) visited newspaper Web sites on average during the second quarter of 2007, a record number that represents a 7.7 percent increase over the same period a year ago. In addition, newspaper website visitors generated nearly 2.7 billion page views per month throughout the quarter, compared to slightly more than 2.5 billion during the same period last year. The second quarter figures are the highest for any quarter since NAA began tracking these numbers in 2004. The study also found that more than one in five (23.3 percent) newspaper Web site visitors have read about politics or political campaign information online compared with 10.8 percent of the overall Internet population. (source: Nielsen//NetRatings @Plan; Spring 2007 Release**)

Question:  Do voters visit newspaper websites?

Answer:   Newspaper websites are where more and more voters are getting their news and information. Newspapers are the dominant information site in most of the top 75 markets. In fact, in the most recent elections, 1 out of 3 voters turned to the internet for information. Their choice? Newspaper websites in a landslide -- nearly three times as often as television websites, four times as often as blogs and even more frequent than candidate websites. (source: Moore Information survey “USA Voters Political News Sources,” Feb. 2007)

Question:  Do internet users read online ads?

Answer:   More than 40% of online visitors are very interested in advertising content. Ads on newspaper websites have all the advantages of internet advertising plus one very important advantage … newspaper websites are voter’s first choice for news and information. (source: Nielsen//NetRatings @Plan Spring 2007 Release**)

Question:  Why buy online newspaper ads?

Answer:   Because newspaper websites are where more and more voters are going for their news and information. Compared to broadcast and direct mail, online ads are an inexpensive, efficient and effective way to reach voters with your message. Your ad can be changed quickly, highly targeted, and measured in real time. And when your ad in on a newspapers’ website, it’s in the leading political environment on the web.
(source: Moore Information survey “USA Voters Political News Sources,” Feb. 2007)

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