Por que Jornais?

A Assoc Americana de jornais (www.naa.org) disponibiliza pela internet uma série de recursos e dados estatísticos sobre o meio, que vem aos poucos perdendo público, principalmente para a internet.
No Brasil, existe a mesma tendência, sendo que o meio vêm crescendo em função dos jornais gratuitos. Mas, o meio continua sendo MUITO utilizado pelo mercado, é o segundo na lista de acordo com o Inter-Meios, considerando apenas a mídia tradicional, é claro.
Segue um rápido racional para o mercado anunciante e de agências para seu conhecimento e discussão com a classe sobre as diferenças entre esse discurso e o referente ao mercado barsileiro.
Vale a pena quando vc puder entrar no site e dar uma boa pesquisada, tem coisas muito interessantes e até um jogo para mostrar como o meio alcança o público (eu, particularmente não gostei do jogo, achei muito "velho", que reforça a imagem de meio envelhecido. Será, ou eu entendí errado?
Como que as outras arenas podem/ estão substituindo os melhores benefícios do meio jornal?

Why Newspaper Media

In a fragmented media environment with channel proliferation, consumer control of media messages and advertiser demand for accountability, the most effective marketing vehicle may surprise you: newspaper media—in print, online and combined.

Why newspaper media? Because in a world where consumers are tuning out advertising right and left, independent research shows that newspapers are a destination—not a distraction—for advertising content. Here’s why.

In Print

According to research by the Readership Institute at Northwestern University, advertising is one of the top five drivers of newspaper readership. That’s because consumers seek out the newspaper to make product buying decisions. Consider these findings from a recent shopping study by MORI Research:

52 percent of consumers say newspapers are where they go to check out advertisements—five more than any other medium.
46 percent say newspapers are their “preferred’ medium to receive ad information; TV comes in fourth at 10 percent.
52 percent see newspaper ads as “valuable” in planning shopping; the Internet and direct mail are second at 13 percent each.
When asked where they would like to see advertising eliminated, only 10 percent said newspapers, compared to 34 percent for TV and 38 percent for the Internet. (Yankelovich, 2004)

Advertisers recognize that simple ad impressions are no longer enough to ensure ROI. They want consumers who are engaged and involved with the advertising message. Again, newspapers shine. According to a 2006 newspaper reader engagement study by Scarborough Research:

72 percent of newspaper readers enjoy the newspaper reading experience, 64 percent would miss reading it if taken away and 54 percent say reading the paper is an absorbing activity.
More than half find the ads useful and only 19 percent find that ads are too intrusive (compared to 38 percent for TV).
40 percent say newspapers have trustworthy, believable ads (compared to 23 percent for TV and 18 percent for radio)
Nearly 80 percent have checked the sale ads and 73 percent have clipped a coupon.
Almost 80 percent have visited a store or showroom as a result of newspaper advertising and have bought something advertised.
Newspaper inserts are particularly engaging: 78 percent of readers use them to plan shopping, 86 percent saw items that made them go to the store and buy and 69 percent gave them to a family member or friend.
Even non-readers are engaged in the newspaper. According to the study, 31 percent of “non-readers” used the newspaper in some fashion over the past week, including checking sales in local stores, using a classified ad, checking movie listings or using a coupon.

Emotional Connections
Agree/Strongly Agree (%)
Enjoy reading newspapers 73
Feel better informed after reading 68
Miss Reading it if taken away 64
Good use of my time 57
Reading newspapers is relaxing 56
Some stories touch me personally 64
Source: Scarborough Research

Online

Newspapers own 11 of the top 25 online news and information Web sites and, locally, they provide the dominant information site in most of the top 75 markets.

More than a third of active Internet users—56 million adults—visited newspaper Web sites in May 2006 2005, a 30 percent increase from the same period in 2005, according to Nielsen//NetRatings. Who are these newspaper Web site users: they tend to be younger, better educated and more active users than Internet users generally. In addition:

91 percent recently shopped online
89 percent recently bought online
71 percent are only daily at work
68 percent have broadband at home
56 percent used the newspaper Web site at least once a day
40 percent are under 35
22 percent have incomes higher than $100,000 annually
For newspaper Web site users, the printed newspaper is still the primary source for local advertising but the newspaper Web site beats TV, radio and Yellow Pages as the next best source.

And advertising on newspaper Web sites, like its print counterpart, is also a destination. According to the 2005 American Interactive Consumer Survey, more than 32% of newspaper Web site users were very interested in advertising content, behind only weather as an area of interest; more than 40% of young adults were very interested in advertising, behind weather and entertainment content.

For those who research purchases on the Web and shop at local stores, 65 percent said ads on the local newspaper Web site influenced their purchase decision more this year than last.

Advertising that Influenced a Purchase

(Newspaper Web Site Users)

Source: MORI Research Power Users Study 2006

Newspapers are expanding their digital footprints, providing more ways to reach customers, with the introduction of a range of multimedia products. For example:

The News-Journal in Wilmington, Del., now offers twice daily news broadcasts on their Web site to serve a market without a local TV station.
The Washington Post, last year, introduced an advertiser-supported news and documentary video podcast, offers a variety of streaming video news features daily and in 2006 will launch a radio station.
The Rocky Mountain News drills deep into the community with YourHub.com, an online destination where Denver neighbors can share information and create local content.
Lawrence ( Kan.) Journal-World lets local partiers download daily drink specials to their iPods and beams concert ticket availability to their cell phones.
The Arizona Republic in Phoenix attracts millions of page views to its user-submitted photo gallery and provides a group Weblog with nearly 50 Arizona writers, newsmakers and community leaders.
Combined

Are newspapers in death spiral? Don’t believe everything you read. While newspaper circulation has gradually eroded, newspapers’ readership continues to be strong and its total audience has expanded with the introduction of a variety of print and digital products. Newspapers—in print and online—are the number one local media brand.

Here are the facts:

78 percent of adults (18+) in the top 50 markets read newspapers over the course of a week - totaling more than 116 million readers.
Nearly 70 percent of 18-34 year-olds (32 million) read a newspaper during the week and 21 million read a newspaper on Sunday.
Newspaper Web sites increase the reach of the print product by an average of 12 percent across the top 100 newspapers. With their Web sites, newspapers reach 16 percent more 18-24 year olds and 19 percent more 25-34 year olds.
In addition, 80 percent of Internet users read the printed newspaper, use the online newspaper or both in the course of the week. Almost two-thirds of newspaper Web site users say both the print and online product are convenient, depending on time of day.
Newspapers reach more 18-34 year olds on an average week day (37.4% of the top 50 markets) than an average half-hour of prime time TV (32.3%), early TV news (22%) and an average quarter hour of radio morning drive time (21%).
Newspapers also provide unique opportunities to reach broad or targeted audiences across multiple products in the local market. Using the traditional newspaper, niche and specialty, publications and a variety of Web sites, advertisers can reach more adults in a specific market than they could with other any other media. And the portfolio of products allows advertisers to target specific segments geographically, demographically or by interest.