NAA: Papers remain leading ad medium

Newspapers remain the leading advertising medium cited by consumers in planning, shopping and making purchasing decisions, according to early data from a MORI Research survey of more than 3,000 adults.
The Newspaper Association of America announced the findings last week.
The study, part of a series entitled “American Consumer Insights,” examined the impact newspaper advertising has on consumer shopping and spending patterns. Among the early findings:
•Nearly six in 10 adults (59 percent) identify newspapers as the medium they use to help plan shopping or make purchase decisions.
•More than 80 percent of those surveyed said they “took action” as a result of newspaper advertising.
•More than 70 percent of adults regularly or occasionally read newspaper inserts.
The NAA said competitive media trailed well behind newspapers as the primary medium used by consumers to check advertising. The closest competitor — the Internet — lagged by 20 percentage points, NAA said.