By: Chris Barr
1. Shopping Convenience
Newspaper inserts are a proven method of advertising for many reasons. Adults view the flyer and insert packages in newspapers like visiting the mall. To consumers, thumbing through the colorful advertisements and current deals is an ideal way to “browse the aisles.” The ability for the consumer to see all of the offerings at multiple stores is a significant advantage beyond a single advertisement. 83 percent of adults regularly or occasionally use newspaper preprints. Nearly 50 percent used them in the past week. 88 percent of adults report that they use them as much or more than a few years ago. 18-24 year olds tend to be the demographic increasing their use of inserts the most while the over 65’s are reporting using inserts less than a few years ago. African Americans and Hispanics are also increasing in their use of preprints. On average, readers look at 5.5 store categories per issue.
2. Consumer Preferences
According to the Newspaper Association of America, digest size inserts are by far the most popular size among today’s insert reader. 47 percent report that smaller magazine size is the best (17 percent prefer broadsheet, 28 percent tabs, 8 percent have no preference). This preference for smaller sizes was especially true for 18-24 year olds. Glossy paper stocks are also preferred (65 percent prefer glossy). While most advertisers already use photographs as opposed to line art or just price and items, photographs are overwhelming favorites (92 percent). Page counts do not appear to matter (13 percent prefer a lot of pages or 32-plus pages, 32 percent prefer 4-8 pages and 55 percent have no preference).
3. Lasting Impact
Newspaper inserts, on average, are kept in homes for 3 or more days (62 percent keep them 3 or more days). Heavy insert users, particularly women, keep inserts much longer and inserts from product categories that are more expensive purchases are also kept longer. One-fourth of readers keep inserts that interest them a week. 35 percent of all women age 35-54 keep preprints at least a week, as do 34 percent of African Americans.
4. The Power of Sunday
Sunday is without question America’s favorite day to shop – or at least plan to shop. By far, this is the preferred day to get preprints. 48 percent of U.S. adults report that Sunday is the day that they most often check preprints. Having said that, 45 percent of surveyed adults mentioned another day as a day they’d like to get inserts. Wednesday, Friday and Saturday followed Sunday in importance.
5. Massive Audience
Nearly the entire country reads newspaper inserts. 83 percent of adults say that they regularly or occasionally read or look at newspaper preprints. 70 percent of adults used an insert in the past 30 days, 49 percent in the past week. African Americans, Hispanics and adults 18-24 tend to use inserts slightly less often, while women, 25-34 year olds and Mid Westerners tend to use more frequently.
6. In Short – Why Newspaper Inserts?
Preprints save time and money according to 65 percent of adults. 70 percent of preprint users say that they make a point of looking at inserts when in the market for something, while 63 percent say they enjoy browsing even when they aren’t looking for something in particular. 29 percent of all preprint users report taking inserts with them when they shop; 46 percent use inserts to plan regular shopping. 76 percent of adults say that they usually check inserts to see what is on sale or for other special savings.
*Data and content found in this article can be found in the Consumer Usage of Newspaper Advertising Report conducted by the NAA.