Newspapers are the top choice for shopping and buying decisions among 59% of adult consumers, while 73% frequently or sometimes read newspaper inserts and 82% have acted on information in an insert in the past 30 days, according to initial data from MORI Research. "While new technologies have their place in any total marketing program ... newspaper advertising remains the most powerful tool for advertisers who want to motivate consumers to take action," said John Sturm of the Newspaper Association of America.

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