By: E&P Staff A new study from the Newspaper Association of America found that 78% of newspaper readers said they used inserts to plan their shopping.
The newspaper engagement study was conducted by Scarborough Research, which surveyed 4,500 people. It?s part of the NAA initiative to push newspapers as an advertising vehicle including a $50 million ad campaign launched in the spring.
The research also found that 76% of readers said newspaper inserts helped them save money; 86% surveyed said they saw an item in an insert and then went to the store to purchase the product.
Newspapers also provide the most trustworthy and believable advertisements, 40% of those surveyed said, compared with magazines (30%), television (23%), radio (18%), and the Internet (16%).
?They study shows that newspaper ads are an integral and desired part of the content -- a destination for most consumers, not a distraction to be avoided,? John Sturm, CEO of the NAA, said in a statement.
Even non-readers weighed in. Thirty-two percent who said they did not read a paper in the past seven days said they ?used? a paper in some manner -- mainly to check for sales, price items, or to use a coupon.
The study will be a topic during the NAA's Mid-Year Media Review during a CEO roundtable on Wednesday.
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