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, such as broadcast, which can be consumed passively while doing other things, like driving or surfing the web. The net result is that readers are more likely to notice ads in newspaper media.
Recent research by Newspapers Canada, funded by Canadian Heritage, finds that seven out of ten 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 highlighting the key engagement metrics as well as the automotive purchase cycle are available online on the Community Newspapers Drive Results research page.