Newspapers are still primary shopping medium for most Americans

Sun, December 10, 2006

Tags: Newspapers, Print, Usage Behavior

Score one for print! While print advertising continues to take punches to the gut in the current market space, here's some research that shows that print advertising should be an important part of your marketing mix. According to a new study, "almost two-thirds of American adults actively check advertising at least weekly for things they might want to buy, but they are selective about when and where they check advertising." The study goes on to say that "Sunday is by far the most likely day for about one half of shoppers to consult advertising, while Saturday is a distant second, noted by one-fifth of consumers. The only other days in double figures are Wednesday and Friday, at 13 percent each." So, maybe those Sunday Times ads aren't as crazy as some people suggest?

Read on.