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Version 1 Lisanne, B. Ads in newspapers still top market Advertising in newspapers still top market; on- and offline These days there are a lot of media companies can use to sell their products. So which kind off advertising is the most effective? Independent research shows that newspaper advertising, on- and offline, is the most effective marketing tool that companies can use to influence consumers. Newspaper ads less annoying According to research by the Readership Institute at Northwestern University, advertising is one of the top five reasons why people read newspapers. Another research, held by MORI Research, shows that 52 percent prefers to check out the advertisement in newspapers. That’s 5 percent more then the other media who are used for advertisement. A lot off consumers, 34 percent, would like to see ads eliminated from TV. However, only 10 percent preferred to see ads in newspapers eliminated. Newspapers book results Consumers find ads in newspapers to be useful. They feel that the ads in newspapers are trustworthy and therefore a lot of consumers have checked a showroom or visited a store after seeing an ad in the newspaper. Online ads second best Printed media are still the biggest and most important source for consumers to check advertisement. But newspaper websites are more popular then other media such ass TV and radio. According to Nielsen//NetRatings a third of all internet users visit online newspapers. These visitors of the online newspapers are younger then the printed newspaper readers. Also 91 percent has recently shopped online. 65 percent said ads on the online newspaper have influenced their purchase decision. Do online ads have the future? So ads online are still second best compared to printed newspapers. But more and more people are getting online and the internet is growing. As been said earlier, online newspaper ads are popular with the younger crowd. Therefore ads on the internet have the future. The good thing about the internet is the variety of media that advertisers are able to use. Such as online video. It’s very important for newspapers online to not only focus on the headlines but also focus on what is on the consumers mind by looking at the forums on the website. That way they could fill the needs of the consumers by placing the right ads. Mix it up Now that research show that printed and online newspaper ads are the top two of most efficient marketing tools, the best thing companies can do is to combine both media. In that way they will reach most consumers. Then success is guarantied and the massage will be spread! Words: 425 Sources: eMarketer. (21 september 2007). Online Newspapers Grab Ad Spending. Geraadpleegd op: 8 september 2007, van: http://www.emarketer.com/Article.aspx?id=1005395&src=article2_home Newspapermedia. (z.j.). Why Newspaper Media. Geraadpleegd op: 8 september 2007, van: http://www.newspapermedia.com/studies.cfm?pid=none Naa. (4 januari 2006). Industry Statistics. Geraadpleegd op: 8 september 2007, van: http://www.naa.org/Trends-and-Numbers/Market-Databank/IndustryStatistics.aspx
