The Future of Print

Five Reasons to Advertise on Newspaper Web Sites – PRESSTIME

Posted in Boom by futureofprint on July 24, 2009

Newspaper Web sites are the No. 1 local site in 22 of the 25 top markets, Sheryl Oliver, NAA director of retail advertising, said during yesterday’s NAA webinar on newspapers digital value proposition.

To help newspapers continue to sell their Web sites to local advertisers, Oliver outlined five reasons for advertisers to include newspaper Web sites in their marketing plans.

Newspaper Web sites reach engaged local audiences. According to Scarborough Research, 46 percent of newspaper Web site visitors have an individual income of $150,000 or more.

Newspaper Web sites are growing exponentially. According to Nielsen Online, newspaper Web sites attracted more than 73.3 million monthly unique visitors on average 43.6 percent of all Internet users in the first quarter of 2009.

Newspaper Web sites offer products and services that engage users. These include RSS feed, blogs, video, social networking and mobile sites. When putting together a presentation for local advertisers, Oliver suggests that ad reps show examples of what their newspapers offer.

Newspaper Web sites extend local reach for advertisers. According to Borrell Associates, 66 percent of newspaper online revenue is local.

Newspaper Web sites encourage visitors to take action. According to early data from MORI Research, 82 percent of those surveyed said they “took action” as a result of newspaper advertising, including: clipping a coupon 61 percent, buying something 50 percent, visiting a Web site to learn more 37 percent or trying something for the first time 27 percent.



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