Adding Newspaper to Your Local Media Mix Can Help Reach Younger Adults

Adding Newspaper to Your Local Media Mix Can Help Reach Younger Adults

According to a recent study, 6 in 10 Adults 18-24 access content from newspaper media each week.

Newspaper was once considered a reach medium similar to television and outdoor, used as a way to get your message out to the “masses.”  But, over the past several years some media planners and advertisers have disregarded newspaper as a viable media tactic, unless they were trying to reach the 55+ demographic.

Yes, the median age of the newspaper reader is 54, which is similar to those who watch local evening and national network news.  But according to a study from Scarborough Research, the vast majority of U.S. adults, 164 million (69%), read newspaper media content in print or online in a typical week, or access it on mobile devices in a typical month.

The same report shows, the majority (59%) of young adults, ages 18-24, read newspaper media content in print or online in a typical week, or access it on mobile devices in a typical month.

This is partly due to the increase in mobile and smartphone usage.  According to the study, the median age of those accessing newspaper content exclusively on mobile devices is 33.  And, nearly half (47%) of the mobile-exclusive audience is 18-34.

Not all content is consumed on mobile devices, 54% of adults 18-24 consume newspaper content in print or online.  But with the continued increase of mobile device ownership, these percentages are expected to rise this year.

Each newspaper may sell their mobile inventory differently.  Ask if there are mobile web opportunities or if there are longer-term app sponsorships.  Like any digital platform, you want to evaluate the pageviews, unique visitors and the CPM (cost-per-thousand).  Also, ask about targeting opportunities to make the campaign more efficient.

If you are placing your local campaign online, think about purchasing specific sections of the site, like you would in the print edition.  The business section would still make sense for a financial client, while you could explore opportunities like a homepage take over for a broader reach.

So, instead of considering IF you include newspaper content in your local media mix, you may want to think about how the various platforms could work for your campaign.

Shelby Nichols

About Shelby Nichols

Shelby is Director of Digital Media at Sheehy, a regional advertising, marketing and media agency. With close to 15 years in the industry she has planned and purchased a wide range of media and has a passion for all things digital.

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