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Local papers have a 'unique' role

News, 19 August 2016

NEW YORK: In communities across the US, consumers of all age groups are more likely to turn to the web and social sites of their local newspaper for news and information, ahead of TV and radio, a new study has found.

More than 1,000 local market consumers were surveyed for the 2016 Local Knowledge Study, produced by media group AMG/Parade. This revealed that 77% of consumers relied on local newspapers for community news and information, including printed copies of newspapers, newspaper websites, social media sites and newspaper apps.

Tracey Altman, EVP at AMG/Parade, referred to "the unique and compelling role that newspapers play in the lives of consumers" as the survey showed consumers of all age groups were almost twice as likely to frequent a local newspaper's website or social destination as they were TV, radio or magazine branded websites or social sites.

Consumers ranked newspaper advertising (print, inserts, web, social or apps) as their "preferred source of information" (44%) when purchasing products or brands, shopping at local stores, or calling local service companies.

That was followed by television (35%), ads delivered to the home (29%), point-of-sale circulars (15%), local magazines (13%) and radio (11%).

The survey further showed that media users believe newspaper advertising features the "best sales and deals": more than half (53%) of respondents cited pre-printed newspaper inserts as the local advertising channel that most frequently drives their shopping purchases.

And four out of ten reported that they "often purchase products and services" as a direct result of ads appearing in printed issues of newspapers.

The survey also reports on the descriptive attributes that consumers associate with specific advertising channels.

Ads in printed newspapers were considered by local market consumers to be the "most believable", while radio commercials and ads appearing on non-media branded social media sites were the "most annoying".

Data sourced from AMG/Parade; additional content by Warc staff