Readers click with newspaper web ads

Now may be the time for newspapers to take advantage of digital advertising. Two-thirds of digital newspaper readers say they respond to digital ads, according to a survey from the Newspaper Association of America and Frank N. Magid Associates. Meanwhile, 61 percent of tablet users respond to newspaper tablet ads, while 59 percent of smartphone users act on ads viewed on those devices. “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,” Caroline Little, NAA president, said in a release. But those numbers don’t mean that consumers are forgoing print altogether: 66 percent of those surveyed said they’d read the Sunday print edition of their local paper in the last seven days, and a combined 80 percent had some interaction with the Sunday circular ads in the last 30 days. “While print ad revenues may be declining, newspapers’ print products are also still reaching large audiences,” wrote MediaPost’s Erik Sass.

• Readers Respond To Newspapers’ Digital Ads (MediaPost)

• Study: 74% Of Web Users Rely on Papers (NetNewsCheck)

• New NAA study shows consumers are highly engaged with newspaper media content across platforms (NAA release)