Newspapers: the Answer is Not Print or Digital; it's Integration!

In the Newspaper Association of America's 2011 "How America Shops and Spends" survey, two-thirds (66%) of the total sample of newspaper digital users responded to ads on computer, smartphone or table platforms in the previous 30 days and results are similar across groups, including the desirable younger demographic.

Past 30-Day Response to Newspaper Digital Ads

66%        Net any

56%        Net became aware of product, service, sale, needed item

47%        Net looked for more information by clicks, search, asking others

32%        Net visited store online or in person

30%        Net bought, decided to buy, where to buy

14%        Referred ad to someone else.

Past 30-Day Response to Newspaper Mobile Ads

Smartphone       Tablet

59%                        61%        Net any

46%                        50%        Net became aware of product, service, sale, needed item

40%                        43%        Net looked for more information by clicks, search, asking others

20%                        26%        Net visited store online or in person

27%                        33%        Net bought, decided to buy, where to buy

11%                        17%        Referred ad to someone else

An example of how well the integration of print and digital works is Tourism Australia. The advertiser got four times its investment in media value from a partnership with Fairfax Media on a campaign targeting New Zealand tourists.

Fairfax Media developed a four-phase Amazing Australia campaign, which combined advertising and co-created and user-generated content across multiple platforms: Sunday Star-Times, Stuff.co.nz, Escape, NZ House and Garden NZ Life & Leisure and Cuisine.

Readers were prompted to vote for their favorite travel experience as part of a competition to win their own Amazing Australia outing. Engagement far exceeded the target 20,000 entries and reached a total of more than 76,000 entries.