Engagement is essential to advertising effectiveness. Newspapers are a “lean-in” medium where consumers are actively engaged, physically paying attention in order to read. This provides advertisers with the perfect opportunity to communicate product benefits in detail. This is in direct contrast to other media, like broadcast, which can be consumed passively while doing other things, like driving or surfing the Internet. The net result is that readers are more likely to notice ads in print and digital newspaper media.
Recent research by Newspapers Canada, funded by Canadian Heritage, finds that 7 out of 10 community newspaper readers notice the automotive ads in their printed newspapers. The study explores engagement with printed community newspapers in Canada as well as the key role they play in the automotive path-to-purchase.
A full presentation and fact sheet that highlight key engagement metrics as well as the automotive purchase cycle are available online. Click here to view the Community Newspapers Drive Results fact sheet.