Top Ten Reasons to Advertise on our Web Sites
1. Frequency:
The online newspaper Web site user accesses the Internet almost twice as much as the general user.
2. Credibility:
The credibility of the newspaper brand extends to the advertiser. 59% percent of Web users agree that online
advertising is more believable from a trusted Web site. Online, newspaper Web sites are the dominant
local media sites in most markets.
3. Targeted:
If you want focus on a particular backyard, advertising in an online newspaper is more personal and more relevant
because it is local. Newspapers also publish a plethora of niche sites (youth, women, movie fans, Hispanics, are
illustrative) for virtually any demographic advertisers could possibly hope to reach.
4. Purchasing Power:
62% of newspapers' Web site users purchase online compared with 49% of general users. 39% of online
newspaper users have incomes higher than $75,000; 65% own their homes. 50% percent
of of online newspaper user have spent more than $5000 online in the last six months, and 63% of online
newspaper users prefer to find out about new products through the Internet.
5. Content:
After email, the most preferred Web content is news, sports, financial information entertainment news and shopping -
in that order. Newspaper Web sites are the dominant local media sites in most markets. 62% of Internet
users visit online newspapers for local news, compared with 39% for local TV station Web sites and 23%
for the local radio station Web sites. Not even Yahoo! Or AOL's Digital City can top this.
6. Retailers:
prefer newspaper sites. 65% of retailers report that newspaper Web sites are efficient in assisting
them in meeting marketing needs compared with other sites.
7. High Profile:
Research.net reports that , among top executives (CEO, CIO, CFO) or owner/partner), Internet advertising ranked
above or over all other media measured for: "Where I prefer to find out about new products," " Where I prefer to
receive information about companies," and "Where modern, up-to-date brands advertise." At the same time, these
early adopters of technology also skew younger than the traditional newspaper audience. 40% of online
newpaper users are aged 18-35.
8. Reinforcements:
76% percent of online newspaper users also read the newspaper in the past seven days, and repetition
increased awareness. The Internet Advertising Bureau found that, by increasing the number of online banners from
one to two per week, branding results on three key metrics increased 42%, making online advertising a great,
inexpensive way to increase the branding lift of traditional campaigns.
9. Quality:
75% of advertisers generally said newspaper Web sites' advertising was as good or better than
other Internet sites.
10. Mix:
A variety of recent studies have demonstrated the power of online advertising, when included in a mix with
traditional media, to elaborate the brand message. Newspaper print and online products combined have the highest
penetration and most desirable audience of any other.
