News Release
Contact Information:
Angie Cunningham
Communications Manager
Phone: (212) 856-6387
E-mail: acunningham@nnnlp.com
Web site: www.nnnlp.com
September 19, 2005
Newspapers Are The New Media Connection
NNN 2005 Media Engagement Study Reports on the Enduring Power and Vitality of Newspapers
New York - Newspaper National Network LP today announces headline results of its 2005 Media Engagement Study conducted by Millward Brown, a global leader and recognized authority in advertising, media, marketing communications and brand equity research.
Study results show that newspapers are an effective and vital advertising medium as evidenced by the following Media Engagement Study Headlines:
Newspapers are #1 at Dealing with the Issues People Care About:
| Deals with Issues I Care About | |
| Newspapers | 60% |
| TV | 46% |
| Radio | 29% |
| Magazines | 45% |
| Internet | 45% |
For each of these listed statements, please indicate which of the following types of media that you associate with that statement.
Newspapers Deliver the Most Comprehensive Source of News:
| The Most Comprehensive Source of News | |
| Newspapers | 46% |
| TV | 36% |
| Radio | 12% |
| Magazines | 7% |
| Internet | 35% |
For each of these listed statements, please indicate which of the following types of media that you associate with that statement
Newspapers Readers Mono-Task:
| Media Focus: Percent Monotasking | |
| Newspapers | 29% |
| TV | 18% |
| Radio | 1% |
| Magazines | 19% |
| Internet | 36% |
When reading/watching/listening to/accessing (media), how often are you also.
Newspapers #1 for Advertising Crediblity:
| Has Credible Advertising | |
| Newspapers | 42% |
| TV | 34% |
| Radio | 22% |
| Magazines | 32% |
| Internet | 16% |
For each of these listed statements, please indicate which of the following types of media that you associate with that statement.
Newspapers are the Best Environment for Product Selection:
| Advertising Helps Me Choose Which Products To Buy | |
| Newspapers | 35% |
| TV | 30% |
| Radio | 10% |
| Magazines | 29% |
| Internet | 25% |
For each of these listed statements, please indicate which of the following types of media that you associate with that statement.
The study also explored the relative strengths of various media. Television ranked first in terms of "is my main source of entertainment." Internet ranked first in terms of "first place I l look when I need information." Radio ranked first on a 1-10 scale as the medium which is most "friendly."
Commenting on the findings, Jason E. Klein, President and CEO of Newspaper National Network LP said: "This Media Engagement Study demonstrates that newspapers are the engagement and empowerment medium. While internet usage has grown, this new study shows that newspapers outperform other media on a variety of important engagement measures."
The timing could not be better as advertisers across the country are focused on knowing how effectively a message connects with its audience in order to influence purchase. To that end, the AAAA's, ANA and ARF recently announced "M14" - a metric that could replace the concept of frequency with engagement.
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 NNN and the Newspaper Association of America.
Editor's note:
Study background:
Millward Brown conducted the NNN Media Engagement Study in June 2005 via a web based interview of 3013 Adults 18+ who read 3 or more issues of the newspaper in the past 7 days. The sample was weighted to reflect US age proportions and was national in scope.
About NNN
Established in 1994, NNN is private partnership representing virtually all of the newspapers in the United States and the Newspaper Association of America (www.naa.org). Its 23 newspaper company shareholders are: Tribune Co. (TRB), Knight Ridder (KRI), Advance Publications Inc., Gannett Co. Inc. (GCI), The New York Times CO. (NYT), Hearst Newspapers, The Washington Post Co. (WPO), The McClatchy Co. (MNI), The Chicago Sun-Times, Belo (BLC), Cox Newspapers, The Seattle Times Co., Journal Sentinel Inc., The San Diego Union-Tribune, Orange County Register, Lee Enterprises (LEE), E.W. Scripps (SSP), The St. Petersburg Times, The Buffalo News, MediaNews Group Inc., Media General Inc. (MEG), Pittsburgh Post Gazette, Omaha World-Herald.
NNN is the newspaper industry's national sales and marketing arm for categories including packaged goods, pharmaceutical, general merchandise, technology, automotive, business, and restaurants. 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 campaigns. NNN is headquartered in New York, with offices in Chicago, Los Angeles and San Francisco. More information about NNN can be found www.nnnlp.com.
About Millward Brown
Millward Brown (www.millwardbrown.com), one of the world's top 10 marketing research organizations, is recognized as a leading authority on advertising, marketing communications, media, and brand equity research. Through the use of an integrated suite of validated research techniques - both qualitative and quantitative - Millward Brown helps clients build strong brands and services. Millward Brown has more than 71 offices in 42 countries. Millward Brown is part of Kantar, a unit of WPP.