Iowa Newspapers’ Statewide Marketing Campaign Enters Second Year

By: Press Release | Iowa Newspaper Association

The “Connecting You to What Matters” campaign launched in 2011 by the newspapers of Iowa is still going strong as it enters its second year; Iowa newspapers have donated advertising space totaling more than $600,000 since the campaign’s launch and a third flight of radio advertising starts this month.

The goal of the campaign, which kicked off in May, 2011 with newspaper, online, radio, cable television and Facebook ads, is to remind all Iowans of the important role newspapers play in their daily lives and in each community. The ads convey the message that newspapers, in their print and digital forms, connect Iowans to what matters most to them…whatever and whenever that may be. The campaign was developed by a task force of newspaper representatives from across Iowa.

Iowa’s newspapers also launched a new website, www.IowaNewspaperConnection.com, that contains common newspaper myths and information about the future of the industry. It also features key tips on advertising in newspapers and their online and mobile applications, the many career opportunities available in the journalism field, feeds with recent headlines from newspapers across the state and testimonials from well-known Iowans.

Campaign ads feature statistics gleaned from two recent studies commissioned by the Iowa Newspaper Association. Both studies show that the Iowa newspaper industry is thriving and innovative. From a 2010 survey by Newton Marketing & Research of Norman, Oklahoma:
• 86% of Iowans read newspapers
• Iowa newspapers average two readers per copy
• Almost 50% of Iowans have a digital connection to their newspaper. This could be through the newspaper’s website, Facebook, Twitter or text messages.
• By more than a two to one margin over any other media source, more Iowans get information about local events from their newspaper.
• Iowans of all ages read newspapers, including 76% of 18-34 year-olds who have read a paper in the past week.  

And a 2010 survey by Selzer & Co. of Des Moines further reinforces the strength of Iowa’s newspaper industry:
• 72 percent of Iowans said the newspaper provides critical information for everyday life.
• Iowans believe newspapers are the best medium for:
  º Knowing what stories are most relevant to the people in the community;
  º Connecting people to the community;
  º Providing the most complete news source for the community;
  º Providing information that saves readers money;
  º Giving readers ideas on new things to do; andMaking things better in the community.  

Iowa’s newspapers provide more local news - whenever and wherever you need it - than any other medium.  To find out more, visit www.IowaNewspaperConnection.com or contact INA Executive Director Chris Mudge at cmudge@inanews.com or 515-244-2145.