Newspaper Associate Launches Advertising Campaign to Promote Readership

One of three ads in the “Smart is the new sexy” campaign. (Courtesy of Newspaper Association of America.)

“With their new digital formats and high pass-along readership, newspapers deliver tremendous reach,” said Donna Barrett, CEO of Community Newspaper Holdings Inc., and co-chair of the NAA committee that developed the campaign. “We wanted to reach a growing audience with our message and using newspaper media was the logical choice.”

Metrics highlighted on the campaign Web page include:

• More than 163 million U.S. adults read a newspaper in print or online in the past week. (Scarborough Research, 2011)

• Local newspaper websites rank first among all local media sources for trustworthiness, credibility and being most informative. (“Site Matters”, comScore, 2009)

• Newspaper advertising, in print and online, is cited by shoppers as their top choice for planning shopping and making purchasing decisions. (“How America Shops and Spends”, Frank N. Magid Associates, 2011)

• Eighty percent of U.S. adults who contributed money to a political organization in the past year have read a newspaper or visited a newspaper website in the past seven days. (Scarborough Research, 2011)

• More than 70 percent of small business owners and more than 74 percent of those in management have read a newspaper or visited a newspaper website in the past seven days. (Scarborough Research, 2011)

• Newspaper media reach 81 percent of households earning $250,000 or more in the average week, and more than 77 percent of households earning between $100,000 and $249,999. (Scarborough Research, 2011)

About NAA
NAA is a nonprofit organization representing nearly 2,000 newspapers and their multiplatform businesses in the United States and Canada. NAA members include daily newspapers, as well as nondailies, other print publications and online products. Headquartered near Washington, D.C., in Arlington, Va., the association focuses on the major issues that affect today’s newspaper industry: public policy/legal matters, advertising revenue growth and audience development across the medium’s broad portfolio of products and digital platforms.