10 REASONS WHY

Here are a few compelling reasons why newspapers are vital to your next campaign:

1.   VAST REACH
On an average day 1,601,000 New Zealanders aged 15+ (almost half the population) read a daily newspaper.  Across a week there are 2.4 million unduplicated readers or 71% of all New Zealanders over 15years.       

2.   QUALITY READERS
62% of people earning $60,000 +, 60% of those in the top 3 occupations, 59% of business decision makers and 58% of home owners read a daily newspaper on a typical day.

3.   TARGETED PLACEMENT
The ability to use different sections for different consumers helps fine tune your message and target it to the right audience.

4.   IMMEDIATE AND TIMELY
Extremely short deadlines allow ads to be created and run in a matter of days. This makes newspapers a great environment for topical advertising, and perfect for brands that are market sensitive.

5.  FLEXIBILITY
From a tiny space, to multiple ads on a page, to printing through the gutter, you can create almost any ad you want.  And with millions of dollars being invested into printing plants, production capabilities are continually improving.

6.   A CREDIBLE SOURCE
Advertising benefits from the values of newspaper - a credible, informative and detailed source  Newspapers connect people with the world around them.

7.   SELECTIVE VS. INTRUSIVE
Readers actively search for ads and content relevant to them. Newspaper advertising is a destination not a distraction for them.

8.   EMOTIONAL
Editorial content consists of true stories, facts and articles. Readers form opinions and make judgments. It's an environment that creates a response. Advertising can benefit from applying the same principals to its message.

9.   VALUABLE ADVERTISING
Newspaper advertising is valuable to readers, no other media compares! It motivates both selection and purchase behaviour.

10.   BUILDING RELATIONSHIPS
Readers 15+ spend 38 minutes with their weekday issue and 58 minutes reading their Saturday issue.  That's almost an hour spent potentially with your brand!

For a copy of this full presentation or any other research requests, please contact our research department

Source: Nielsen Media Research National Readership Survey period: Q3 2008 – Q2 2009