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. According to research by the Readership Institute at Northwestern University, advertising is one of the top five drivers of newspaper readership.

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.

Ten Reasons Franchise Auto Dealers Should Advertise in Newspaper

1. For New or Used vehicle intenders and buyers, newspaper advertising is the single most important source of information the full 30 days before purchase. (CNW Marketing Research, Inc. 2006 Purchase Path Studies)
2. Car Sales like politics are local. In print or online your local newspaper is the source 96% of all car buyers turn to. (CNW Marketing Research, Inc.)
3. Newspaper and television advertising are the two equal and primary reasons new vehicle intenders enter the market. (CNW Marketing Research, Inc.)
4. On average only 44% of used vehicle inventory is offered for sale on the internet and only about a quarter of those vehicles can be shown to have been sold “online.” (CNW Marketing Research, Inc.)
5. New and used vehicle buyers typically use every medium available to them to help them decide. A well thought out presence in each is the key to success.
6. 51% of adults read a newspaper on an average weekday. (Scarborough Research 2005)
7. The average age of a new vehicle buyer in 2006 was 47, the heart of the demographic of newspaper readers. (CNW Marketing Research, Inc.)
8. Better than half of the Baby Boomer generation, the largest buying population in the country reads the paper on a daily basis. Most automakers believe they will purchase at least 5 new vehicles before they fully retire in 2030. (Scarborough Research 2005)
9. The fastest growing segment of radio is the advertising free format of subscription or HD radio. (NRB)
10. Regardless of the price they intend to pay, the majority of new vehicle intenders read a daily or Sunday newspaper. (Scarborough Research 2005)

a. Under $15,000 57%
b. $15,00-$24,999 71%
c. $25,000 - $34,999 73%
d. $35,000 – More 72%

Newspapers Association of America NAA
First Published: December 20, 2007