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New NAA Study Shows Consumers Are Highly Engaged with Newspaper Content

ARLINGTON, Va. ­ A new study shows that in an average week, 74% of all Internet users rely on local newspaper media ­ digital as well as print ­ as key sources of news and information, and are en­gaging with their local newspaper across multiple platforms.

Major findings of the survey show that among the large base of Internet users who engage with newspaper media, 54% are using more than one platform to access newspaper content in an average week.  Sixty-seven percent use at least one of three common digital platforms ­ computers, smartphones or tablets ­ and they use each at multiple times over the course of the day for newspaper content. The study was conducted for the News­paper Association of America by Frank N. Magid Associates of Min­neapolis.

The research, presented last week at NAA mediaXchange 2012 in Washington, D.C., also looks at what motivates consumers to turn to newspaper media for their news needs. Top answers to the question “Why Newspapers?” illustrate core newspaper brand values, including convenience, the extensive range and depth of news and information, and the amount of local news:

“I like to follow the local news­paper in whichever format is con­venient for me” ­ 89% for print-only readers, 88% for print + digital readers and 91% for digital-only readers;

“Newspapers provide a broad range of news and information in one place” ­ 90% for print-only readers, 85% for print + digital readers and 83% for digital-only readers;

“Newspapers provide more local news” ­ 89% for print-only readers, 84% for print + digital readers and 86% for digital-only readers;

“I want the depth and detail that newspapers provide” ­ 80% for print-only readers, 82% for print + digital readers and 73% for digital-only readers.

In addition to findings about news content, the survey demon­strates the strength and appeal of advertising in newspaper media:

• 61% of digital newspaper media users act on digital ads;

• 61% of tablet users act on newspaper tablet ads, while 59% of smartphone users act on ads on that device;

• 73% have used newspaper printed circulars in the past 30 days, while 74% make a point of looking at printed Sunday circulars;

• 61% say that newspapers pro­vide more useful advertising.

“This information gives us great insights into the drivers of engage­ment with newspaper media across platforms and shows that the en­during value of newspapers ­ depth, quality, quantity and dependability ­ extends to digital platforms as well,” said Caroline Little, NAA president and CEO.

“The study also demonstrates that advertisers can effectively reach a shopping audience across newspa­pers’ multiple platforms.

“What’s more, consumers are accessing newspaper content throughout the day on different platforms,” Little added. “In fact, almost two-thirds of mobile news­paper readers agree their news con­sumption has increased after starting to use mobile devices. Clearly, newspapers’ embrace of multiplat­form strategies provides significant opportunities for audience and revenue growth.”

The study notes similarities be­tween newspaper print readers and tablet users:

• 61% of print users and 60% of tablet users agree that their respec­tive platform “is a relaxing way for me to read the newspaper”;

• 61% of print and 60% of tablet users say newspapers “provide a satisfying reading experience for me”;

• 45% of print and 57% of tablet users say newspapers are “an easy way to get a complete view of the news.”

Tablet users particularly value that device for newspaper content for its ability to make sharing sto­ries, staying informed on the go and searching for more information easier.

“Consumers recognize the value newspapers deliver in today’s digital world, and as adoption of broader digital habits take hold, they remain actively engaged with newspaper content across platforms,” Little said. “At the same time, newspapers are innovating and embracing digital technologies to grow their audiences across these platforms.”

Results of the 2012 Newspaper Multiplatform Usage Study can be found at http://www.naa.org/Topics-and-Tools/Miscellaneous/Research/2012/Newspaper-Multiplatform-Usage.aspx.

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. Information about NAA and the industry also may be found at www.naa.org.

About Frank N. Magid Associates

Frank N. Magid Associates is a leading research-based strategic consulting firm based in Minneap­olis with other offices in New York, Los Angeles, Dallas and Marion, Iowa. Magid was founded in 1957 and is well-known for extensive work in all sectors of the media, communications and entertainment industries. More recently, the Magid clientele has expanded through en­gagements across many nonmedia consumer-facing and B2B indus­tries. The Magid approach to solving problems and seizing opportunities for clients is informed by sophisti­cated consumer and stakeholder research, market knowledge and experience-based pers

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