Consumers Give Newspapers High Marks for Advertising Efficacy

An online survey of 5,000 US adults, conducted by Nielsen on behalf of the Newspaper Association of America (NAA), reveals that respondents rate newspapers (in print and on the internet) as the most effective advertising source among various media. The study measured advertising effectiveness across various metrics, with print newspapers coming out on top overall, ahead of radio, internet, and TV. Breaking the media types down into different segments, the local paper topped the ratings for likelihood to purchase and propensity to notice ads. (more…)