Print Advertising and the American Shopping Culture

Print advertising is alive and well, perhaps better than ever according to new reports conducted by MORI Research. You might be shocked to hear that. Did you know that approximately 70% of adults have used a newspaper insert in the last 30 days to make or plan a purchase?

Newspaper inserts and direct mail advertisements are a staple of the American shopping culture and are welcomed into American homes. When was the last time you actually read the Sunday paper without becoming side-tracked by the colorful print ads and amazing offers?

You re not alone. American adults cite news over advertising as the dominant reason for buying or reading Sunday newspapers (51% over 31%). This means, however, that advertising is very important for a large segment of readers. That s millions of consumers actively reading print advertisements. With these staggering facts in mind, it is easy to understand why each week the large corporations and small businesses in your area spend thousands of advertising dollars sending you ads via newspapers and direct mail pieces. Review the list below and ask yourself if your business should do a better job with print advertising.

Industries Benefiting the Most from Print Advertising:

Pizza and Takeout Restaurants

79% preference for adults who ever read or look at newspaper advertising inserts

Department Stores/Clothing/Retail

72% preference for adults who ever read or look at newspaper advertising inserts

Discount Stores

66% preference for adults who ever read or look at newspaper advertising inserts

Electronic Retail Stores

54% preference for adults who ever read or look at newspaper advertising inserts

Home Building Centers

57% preference for adults who ever read or look at newspaper advertising inserts

Appliance Stores

44% preference for adults who ever read or look at newspaper advertising inserts

Office Supply Stores

39% preference for adults who ever read or look at newspaper advertising inserts

Cell Phone Stores

19% preference for adults who ever read or look at newspaper advertising inserts

Source: Consumer Usage of Newspaper Advertising Report, 2006 Report by Newspaper Association of America and conducted by MORI Research