NEWSPAPERS REMAIN POPULAR CLASSIFIEDS SOURCE

By: Staff Reports Car Buyers, Job Seekers Still Depend on Newspapers



Newspapers are still the most popular information source for readers searching about jobs or new vehicles,
reports the Newspaper Association of America (NAA). In two separate reports, the NAA analyzes results
from surveys of new vehicle buyers and job seekers.


The study, 'How New Vehicle Buyers Use the Media to Help Them Decide,' reports that over half (56%) of
those surveyed cite newspapers as the best source when picking a dealership. Television was popular among
15% of those surveyed and the Internet was favored by 12%.


Among job seekers, 77% consulted newspapers while 73% who actually changed jobs used newspapers. Sunday
newspapers were used by 62% of job seekers. The study, 'Recruitment Advertising: 2000 and Beyond,' also
reports that 40% of all job seekers utilized online resources. Nearly half of the job seekers (44%)
reported that they read the newspaper more often when looking for a job.


MORI Research, based in Minneapolis, conducted the recruitment research and Maritz Marketing Research,
based in Toledo, Ohio, surveyed vehicle buyers. The NAA sponsored both surveys.