Declining ad revenue, decreasing circulation \u2014 it\u2019s a one-two punch that one would expect to knock newspaper out. How- ever, the position most newspapers enjoy in their local markets won\u2019t disappear tomorrow. Many advertisers still swear by this medium \u2014 even if it\u2019s from sheer habit.<\/p>\n\n\n\n
In general, newspaper circulation has been declining since the end of World War II, and the amount of time readers spend with their papers is slipping as well. According to Veronis Suhler, Americans spend 151 hours per year (2.9 hours per week) reading the newspaper, 15 hours less than in 1995 \u2014 and that number is projected to drop another 7 hours per year by 2005.1 Moreover only slightly more than half of all newspaper readers look at \u201cSection I\u201d of their paper (the front page section), and that\u2019s far and away the most heavily read part of the paper. Younger readers don\u2019t depend on the print media the way their grandparents did. Readers under age 35 are spending less time than ever with their local paper. In most markets, circulation is flat or declining, while paper costs and other factors continue to drive production costs up \u2014 and that leads to bigger ad rates for smaller impact. After increasing 6.8 percent in the second quarter of 2000, newspaper ad revenue dipped 8.4 percent for the same quarter in 2001, according to preliminary estimates from the Newspaper Association of America (NAA). The situation had worsened from the first quarter, when expenditures slipped 4.28 percent to $10.4 billion. This put the figures at a 6.5 percent decline for the first half of 2001 to $21.4 billion.<\/p>\n\n\n\n
According to the NAA, newspaper advertising accounts for 20 percent of the total U.S. advertising pie, a percentage matched by no other medium and approached only by broadcast television and direct mail. Faced with declining circulation, the newspaper industry has dramatically redefined what counts as \u201cpaid circulation.\u201d Now, copies sold for any price (even a penny) count as much as copies sold for full price in newsstands or through subscriptions, according to revised guidelines from the Audit Bureau of Circulations, the newspaper industry\u2019s circulation \u201cwatchdog.\u201d In addition, other challenges remain. The Internet has given the newspaper industry continued competition for classified ads \u2014 a $19 billion category in 2000 representing 30 to 50 percent of ad revenue for many papers. Employment ads in particular are being targeted not only by Internet companies, but also by enterprising Radio stations seeking a slice of the recruitment pie.<\/p>\n\n\n\n
Advantages<\/strong><\/p>\n\n\n\n Disadvantages<\/strong><\/p>\n\n\n\n Decreasing Penetration: In most markets circulation is less than 50 percent of all households8<\/p>\n\n\n\n Adults 18+<\/strong>: spend three hours and three minutes per day listening to Radio \u2026 considerably longer than they spend with newspaper (less than 37 minutes). Using Radio and Television together with newspaper increases the reach of your advertisement among light readers and younger consumers and adds impact through message frequency. That means bigger and faster results. Studies show that ad size has little impact on ad recall, so you can decrease the size of your newspaper ad and redirect those dollars into Radio. By doing so, you\u2019ll boost your reach and build message frequency without increasing your cost. Radio reaches 63 percent of shoppers age 25-54 within one hour of purchase time \u2014 providing the greatest \u201cpurchase proximity\u201d of all major media.<\/p>\n\n\n\n Combining Radio and television with newspaper allows you to influence your customers closer to the point of purchase when they are most receptive to critical marketing information. The success of your marketing strategy depends greatly on how you reach and motivate your customers before their decision to purchase has been made. The intimate power of Radio can stimulate new demand by creating emotional reasons to buy your product and then directing customers to the newspaper for detailed information. It can help maintain loyal customers by keeping your name or brand image top-of-mind.<\/p>\n","protected":false},"excerpt":{"rendered":" Declining ad revenue, decreasing circulation \u2014 it\u2019s a one-two punch that one would expect to knock newspaper out. How- ever, the position most newspapers enjoy in their local markets won\u2019t disappear tomorrow. Many advertisers still swear by this medium \u2014 even if it\u2019s from sheer habit. In general, newspaper circulation has been declining since the…<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-111623","page","type-page","status-publish","hentry"],"acf":[],"yoast_head":"\n