Newspaper Website Users Ignite Conversations in the Consumer Marketplace

New Newspaper National Network Study Finds that Newspaper Website Users are Influencers Who Stimulate Peer to Peer Communications

New York (December 10, 2007) – A new study released today by the Newspaper National Network LP reports that Newspaper Website Users are 52% more likely to be “Influencers,” based on the MRI definition, as compared with Newspaper Website Non-Users.

Study findings highlight the power Newspaper Website Users have to shape opinions about new products, technologies, and issues. Adults who use Newspaper Websites and read printed newspapers influence 18 people, on average, weekly 38% more than the web user who does not use a newspaper website (13 people average per week). Immediate family, friends and co-workers are core beneficiaries within their influence circle.

“Newspaper websites start dialogues and stimulate peer to peer conversations.” said Jason E. Klein, President and CEO of Newspaper National Network LP. “Newspaper Website Users are more likely to be confident about their opinions and willing to share them with a larger network of friends and colleagues.”

Newspaper Website Users are also more likely to be asked their opinion in all product categories measured in the study; this difference was most pronounced in the categories of Investments (+63%), Fashion (+69%) and Sports (+38%). In addition, Newspaper Website Users are more confident than other non-newspaper website users that their advice is taken by others, especially by business colleagues (+64%) and common interest groups (+45%).

In response to the findings, Ed Keller, CEO of the Keller Fay Group and well known co-author of “The Influentials” said, “There are billions of conversations every day, and newspapers and their websites are a powerful catalyst to word of mouth interactions. Newspaper publishers should work more creatively with their advertisers to find ways to engage this highly influential audience in word of mouth conversation, both online as well as offline. The impact could be dramatic.”

Additional Findings:

• Adults who use Newspaper Websites and read printed newspapers are 82% more likely to be early adopters of new products and the latest technology as compared to Newspaper Website Non-Users
• Newspaper Website Users are more apt to believe their newspaper websites have credible advertising as compared with users of other non-newspaper websites
• 37% Newspaper Website Users
• 17% Social Network Website Users
• 25% Search Engine Users
• 26% Special Interest Users
• Key Engagement Metrics for Newspaper Websites:
  
  • Influence The Way Users Think about Things (+64%)
  • Reliable Source of Information (+35%)
  • Give Me Something to Talk About (+27%)
  • Seen As A Thought Leader Rather Than A Follower (+60%)

More detailed results from the study are available at www.nnnlp.com and to NNN clients. The research was conducted by Millward Brown and sponsored by the NNN and the Newspaper Association of America.

Study Background

Millward Brown conducted the NNN/NAA 2007 Newspaper National Network Website Influencer Study in September/October 2007 via a web based interview of 1501 Adults 18+ who are web users. The panel included readers of both print and online newspapers (Crossovers), newspaper online readers (Newspaper Website Users) and online users not reading newspapers online (Newspaper Website Non-Users). The sample was national in scope.

About NNN

Established in 1994, Newspaper National Network LP is private partnership representing virtually all of the newspapers in the United States and the Newspaper Association of America. Its 24 newspaper company shareholders are: Tribune Co. (TRB), Advance Publications Inc., Gannett Co. Inc. (GCI), The New York Times Co. (NYT), The McClatchy Co. (MNI), Hearst Newspapers, MediaNews Group Inc, The Washington Post Co. (WPO) Philadelphia Media Holdings, Chicago Sun Times, Belo (BLC), Cox Newspapers, The Seattle Times Co., Minneapolis Star Tribune, Journal Sentinel Inc., The San Diego Union-Tribune, Freedom, Lee Enterprises (LEE), E.W. Scripps (SSP), The St. Petersburg Times, The Buffalo News, Media General Inc. (MEG) Pittsburg Post-Gazette, Omaha World-Herald.

The Newspaper National Network is the primary nationwide sales and marketing network for newspapers, both print and digital in most national categories of advertising including packaged goods, insurance, general merchandise, pharmaceutical and business products. As the "one-stop point of contact" with national advertisers, NNN is dedicated to strengthening brands, improving effectiveness, reducing costs, and improving advertiser return on investment from national newspaper media campaigns. NNN is headquartered in New York, with offices in Chicago, Albany, Los Angeles and San Francisco. More information about NNN can be found at www.nnnlp.com.

About Millward Brown

Millward Brown (www.millwardbrown.com), one of the world's leading research agencies, is expert in advertising effectiveness, marketing communications, media, and brand equity research. Through the use of an integrated suite of validated research solutions — both qualitative and quantitative — Millward Brown helps clients build strong brands and services. Millward Brown has more than 70 offices in 44 countries. Additional global practices include Millward Brown's Media Practice (media effectiveness unit), Millward Brown Optimor (focused on helping clients maximize the returns on their brand and marketing investments), Millward Brown Precis (PR measurement practice), and Dynamic Logic (the world leader in digital marketing effectiveness). Millward Brown is part of Kantar, WPP's insight, information and consultancy group.