Poynter's Rick Edmonds: Preprinted Newspaper Inserts 'Under Siege'

By: E&P Staff Poynter Institute researcher/writer Rick Edmonds offers a column Monday shedding light on an fall 2009 report by the Newspaper Association of America suggesting that preprinted newspaper inserts are "under siege."

"There are rumblings that inserts, like classified advertising before it, may be coming under intense digital competition and other pressures over the next several years," Edmonds writes.

Published in late October by the NAA and Kannon Consulting, the report warns that inserts, which account for half of retail advertising, are the next to take a hit. Among the reasons: the rise of digital coupon use, and concerns by advertisers that circ losses and poor penetration among younger readers can still deliver the same value they did previously. Unfortunately, the paper was proprietary to NAA members and is not linkable.

Check it out, here.