Newspaper Industry News From MANSI Media

There's no question the newspaper industry has changed more in the past few years than perhaps ever before. With the rising popularity of tablet computers and smartphones, readership habits are evolving right before our very eyes.

If you work in advertising, whether it's for an agency or as an in-house marketing pro, staying on top of the latest newspaper industry news is critical. Mergers, new platform launches and changing readership demographics can all influence your ad purchases. If you want your brand to get the exposure it deserves, you need to know what your audience is reading and how they're reading it.

MANSI Media has been closely following newspaper industry news for over 20 years. Many of our top team members come from a background in the newspaper industry, and we work closely with  publications of all sizes across the country. We can help demystify the changing media landscape so you can find the most appropriate platforms for your ad campaigns.

Whether it's ethnic or special interest publications, alternative weeklies, or regional or international outlets, our extensive network of partners connects you to media around the globe. In print or digital, MANSI Media will get your ad into the places that matter most to your customers, saving you both time and money in the process.

Below you'll find some of the latest newspaper industry news from around the internet. You can also subscribe to our newsletter to receive regular updates from our communications team, or you can check out our resources page where you'll find a comprehensive glossary of frequently used terms, helpful statistics about the industry, and a little more information about MANSI Media itself.

Newspapers Deliver Key Consumers to Advertisers

Recent research from The Affluence Collaborative (Feb. 2011) found that affluent consumers are still big fans of print media.  More than 20 percent of consumers with incomes of at least $500,000 spend 11 hours or more each week reading newspapers. That’s compared to just six percent of the general population.

The data from this survey shows that consumers with incomes between $200,000 and $500,000 also read newspapers at a higher rate. Affluent consumers also read print magazines more than average. Only 11.5 percent of affluent consumers said they ‘rarely or never’ read magazines versus 30 percent of the general population.

These affluent consumers use television much less than the general population: 40 percent of the general population watched 21 hours or more of television each week in February 2011, compared with just 21.5 percent of high-income consumers.

One aspect of this high net worth group is similar to society overall: Younger affluent consumers are moving to digital media faster than their older financial peers.  However, these print usage numbers are significant and prove that any advertisers targeting this level of consumer needs to be in print.

In another study by Frank N. Magid Associates, findings show that print newspaper advertising is the leading advertising medium cited by consumers in planning, shopping and making purchasing decisions.

The study, titled “How America Shops and Spends 2011,” demonstrates that print newspaper ads rank first in driving consumers to take action, with four in five adults (79 percent) surveyed saying they “took action” as a result of newspaper advertising in past month:

  • 79 percent of newspaper readers used a circular from
    the paper in the past 30 days
  • 58 percent compared prices from one insert to another
  • 54 percent clipped a coupon
  • 46 percent bought something advertised
  • 45 percent visited a store
  • 45 percent shared the insert items with friends or family
  • 41 percent took the insert to the store
  • 40 percent made an unplanned purchase based on an ad
  • 39 percent picked up shopping ideas
  • 37 percent checked a website to learn more

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