Economic and Social Factors > Market Description Interactive Media

Market Description By E&P Staff Published: June 11, 2007 “Because of spiraling ad Production costs, Publishers are looking at all alternatives including outsourcing the most expensive part of their business, ad production.” Newspapers are a key resource for shopping information that drives consumers to make purchases – online and offline. 84% say they visited a retail store as a result of newspaper advertising. 60% said they visited a website to learn more about a product or service seen in a newspaper ad. 50% said they bought something online after seeing a newspaper ad. Newspapers are relevant throughout the purchase cycle. Consumers refer to newspaper ads whether they’re gathering product information or deciding which merchant offers the best price. However, the revenue trend in Print Classified and Display Ad advertising has slowed as the WEB and 3rd Party resources have gained market-share. Scarborough Research USA, Release 2, 2005. The Pew Research Center – “Maturing Internet News Audience – Broader than Deep,” – July 2006 NAA 2006 Reader Engagement Study – Conducted by Scarborough Research

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