Newspapers Outperform Magazines
Some Points to Consider When Buying Print
Newspapers, as well as magazines, offer unique advertising capabilities. Newspapers provide high single-day reach opportunities and exploit immediacy, especially on shopping days. Newspaper readers look for ads for specific information when ready to purchase. Newspapers permit advertisers to target timely messages with daily publication, shorter lead times, next-day editorial coverage and timely tie-ins.
Newspaper Pros:
- Broad Reach
- "Targetability" with sections
- Newsworthy
- Effective scheduling
- Low out-of-pocket costs
- Great couponing
Most Frequently Used Ad Medium Consumers Choose to Gather Information For Shopping
Source: 2009 MRI Doublebase
Even the Largest Magazines Have Limited Reach
| Title | Audience (000) | Adults | Women | Men |
|---|---|---|---|---|
| Any Sunday Newspaper | 113,473 | 50.8 | 52.3 | 49.1 |
| Any Daily Newspaper | 93,935 | 42.0 | 40.6 | 43.5 |
| People | 43,213 | 19.3 | 25.6 | 12.6 |
| Better Homes & Gardens | 39,320 | 17.6 | 27.1 | 7.5 |
| Reader's Digest | 34,685 | 15.5 | 18.3 | 12.5 |
| Source: 2009 MRI Doublebase | ||||
Newspapers Reach More Upscale Women Than Women's Magazines
| Better Homes & Gardens | Martha Stewart Living | Oprah Magazine | Woman's Day | Any Daily Newspaper |
|
|---|---|---|---|---|---|
| Total Women | 27.1 | 9 | 12.2 | 17.5 | 40.1 |
| HHI $50K+ | 19.1 | 6.2 | 8.1 | 9.8 | 40.6 |
| Prof/Managerial | 20.3 | 7.4 | 10.7 | 10 | 45.8 |
| College Grad | 18.1 | 7.2 | 9.7 | 8 | 50.5 |
| Source: 2009 MRI Doublebase | |||||
Newspapers Reach More Upscale Men Than Men's Magazines
| Esquire | GQ | Men's Fitness | Any Daily Newspaper |
|
|---|---|---|---|---|
| Total Men | 2 | 4.2 | 6.4 | 43.3 |
| HHI $50K+ | 1.5 | 3.3 | 4.2 | 45.8 |
| Prof/Managerial | 1.5 | 3 | 3.3 | 45.4 |
| College Grad | 2 | 3.7 | 4 | 50.5 |
| Source: 2009 MRI Doublebase | ||||