The Newspaper Association of America launched a full scale campaign debunking many myths reported within the press on the future of print media. Supporters of newspaper can be found on every corner, in every building and at the morning table with a cup of coffee.
Print media is so highly valued, in fact, it is the only form of media that is saved, displayed on coffee tables and desks, and is even shared with others. No other media can claim this.
At a time when every industry has been effected by the economy, newspaper has become a target. After the strikes of 2007 affecting the television industry, and the preponderance of blogs and social media often diluting important issues; print media has been faced with some dynamic challenges to diversify and streamline to best serve their readers and advertisers.
The below is an excerpt from a letter issued by John F. Sturm, NAA President and CEO.
Myth: No one reads newspapers anymore.
Reality: More than 104 million adults read a print newspaper every day, more than 115 million on Sundays. That's more people than watch the Super Bowl (94 million), American Idol (23 million) or that typically watch the late local news (65 million).
Myth: Young people no longer read newspapers
Reality: 61% of 18-23 year olds and 25-34 year olds read a newspaper in an average week and 65% of them read a newspaepr or visited a newspaper website in the past week.
Myth: Newspaper readership is tanking
Reality: Average weekday readership declined 1.8% between 2007 & 2008; a total of 7% since its peak in 2002. Compare that to the 10% decline seen in the prime time TV audience in 2007 alone. Meanwhile newspapers' web audience has grown nearly 75% since 2004 to 73 million unique visitors a month.
Myth: Newspaper advertising doesn't work
Reality: Google's own research shows that 56% of consumers researched or purchased products they saw in a newspaper. Google also says that newspaper advertising reinforces online ads: 52% are more likely to buy products if they see it in the paper.
The facts vs the fiction provide a telling story, one which shows the continuing value of print media, and especially your community paper to deliver the news "you want to read". Click to connect for free reseach of thousands of local papers in every DMA and every city throughout the U.S. www.paperchain.com.
