It's Thanksgiving night and I am finally getting around to look at this humongous newspaper that was hanging
out of my paper-box this morning. Maybe you experienced the same reaction I did, by saying what a waste of paper. In doing some quick investigating, I came across this report by MORI Research, that has some interesting stats.
According to a new report from the MORI Research nearly two thirds (69%) of Americans make shopping plans based on newspaper ads.
Here are some stats from the research:
• 82% of consumers clip coupons, buy a product, visit a website or try a product based on newspaper ads
• 73% of consumers at least 'occasionally' read newspaper inserts
• 82% of consumers are pushed to act based on a newspaper ad
My question would be, how many of these people surveyed also shop online? Also, what age bracket are they? and lastly, Do the same advertisers even use the Internet to advertise?
My 3rd question was answered when I searched Menard's, J.C.Penny, and Kmart on Google. All three had exactly the same ad that was in my newspaper, with capabilities to turn pages and shop green.
In the real estate business brokerages advertised homes for sale in the newspaper for three reasons. #1 to pacify the home seller #2 to pacify the agent.#3 because their competition did it. (All the wrong reasons). Over the past 4-5 years most real estate companies have realized that nearly 90% of home buyers shop the Internet prior to ever contacting a real estate agent, and have dropped newspaper ads entirely.
Will retail do this? or are they advertising because their competition is doing it? Based on the size of my newspaper, I'd say it's about competition. I guess time will tell, however, in the mean time my big stack of ads goes right in the trash. I'll Google what I'm looking for. What's your thoughts?
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