In an era of digital news, it is easy to forget the days when the Sunday paper was the source of news and ads. People turned to the weekly paper for everything from world and local news to the stack of newspaper advertising inserts buried inside.
But when the digital age appeared, the Sunday paper seemed to fade into the background — or so many thought — but it turns out that may not be the case, after all.
According to a recent survey by the Newspaper Association of America, which works on behalf of the industry, 79 percent of the adults surveyed, had “taken action as a result of reading or seeing an ad in a print newspaper in the past 30 days,” — and the survey also revealed, “that 57 percent of respondents had used newspaper media for shopping purposes in the past seven days.”
One of the keys selling points for advertisers is the more affordable rates available in traditional newspaper print ads.
Despite the glimmer of good news for the newspaper industry, some papers are still moving away from print ads as their business model — most notably the New York Times.
The paper has created a model, its T Brand product, that is generating a profit in the advertorial arena. This form of advertising has been around for years, but most recently has been successfully re-branded under the moniker of native advertising.
The goal of this approach is the same as with newspaper print ads — keep the reader engaged longer. With native advertising, users receive softly branded, useful content that advertisers hope will entice the reader to try their product.
As Beth Nichlos, reporting the on success of the Times’ venture, notes in an article for Motley Fool,
One key driver may be that the publisher has finally found a way to return readers to the level of engagement from those Sunday morning rituals of days gone by. The interactions might be different, but here is an approach to advertising that truly gets people to stay awhile.
To learn more about creating advertorial content for your landing page, website or newspaper ad, contact us today.
