Newspaper Effectiveness: The Data

Media people know that newspaper readership has been going down and that newspapers' share of advertising dollars has shrunk to a very small proportion. One might conclude that newspapers will soon die a natural death with neither readers nor advertisers to support them. Part of the image of ne...

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Bibliographic Details
Published inJournal of advertising research Vol. 31; no. 1; p. RC10
Main Author Tolley, B Stuart
Format Journal Article
LanguageEnglish
Published New York Advertising Research Foundation 01.02.1991
Subjects
Advertising
Advertising media
Consumer behavior
Effectiveness
Print advertising
Readers
Readership
United States > US
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Summary:Media people know that newspaper readership has been going down and that newspapers' share of advertising dollars has shrunk to a very small proportion. One might conclude that newspapers will soon die a natural death with neither readers nor advertisers to support them. Part of the image of newspapers held by most media people is correct. There has been a decline in reach. In 30 years, reach has gone down about 15 percentage points. Today, the figure is 64%, which is still a considerable portion. Even among young people - those aged 18 to 24 - the average weekday reach is 57%. The point is that research has shown that enormous proportions of the adult population are face to face with newspaper advertising every day.
ISSN:0021-8499
1740-1909