Newspaper Inserts
What is Newspaper Insert Advertising?
Newspaper insert advertising is a form
of advertising within a publication
using Free Standing Newspaper Inserts.
Newspaper inserts have a high level of
visibility and surpass all other forms
of newspaper advertisements. When a
reader opens the newspaper, the
newspaper insert literally falls onto
their lap. This greatly increases the
interest generated from prospects
interested in your products and/or
services.
Source: Consumer Usage of
Newspaper Advertising Report, 2006
Newspaper insert usage remains
substantial. 46% of adults used
newspaper inserts in the previous week
for shopping planning, as did 64% in the
past 30 days. 77% of adults read inserts
at least occasionally.
Sunday is the preferred for insert
delivery for 57% of readers. 66% of
readers said they look at inserts when
inserted with weekday newspapers.
Consumers were asked whether or not they
had used any type advertising insert
that came on a weekday or Sunday in the
past week or past month.
64% of consumers had used a newspaper
insert within the past 30 days.
46% of consumers had used a newspaper
insert within the past 7 days.
46% of consumers had used a direct mail
piece within the past 30 days.
29% of consumers had used a direct mail
piece within the past 7 days.
American adults cite news over
advertising as the dominant reason for
buying or reading Sunday newspapers (51%
over 31%). This means, however, that
advertising is very important for a
large segment of readers.
The following chart displays preferences
for adults who ever read or look at
newspaper advertising inserts:
Grocery or Food Related
|
79%
|
Department Stores
|
72%
|
Discount Stores
|
66%
|
Home Building Centers
|
57%
|
Electronics Stores
|
54%
|
Drug Stores
|
52%
|
Home Furnishing Stores
|
48%
|
Appliance Stores
|
44%
|
Sporting Good Stores
|
43%
|
Computer Stores
|
40%
|
Office Supply Stores
|
39%
|
Cell Phone Stores
|
19%
|
The following results display
preferences for adults who ever read or
look at newspaper advertising inserts:
37% prefer regular-sized pages (8.5x11)
30% prefer half-size of regular page
(5.5x8.5)
20% prefer same size as regular
newspaper page
5% prefer size of small magazine (like
Reader's Digest)
8% stated that they had no preference of
size
1% were undecided
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