Predictions of the near future have print media continuing to lose readership and lose advertising revenue (albeit at a slower pace.) But we recently read one prediction that indicated newspapers would face increasingly fierce competition from local TV and radio. This begs the question – among newspapers, TV and radio – which media should be first in line for local ad dollars? We actually didn’t anticipate the answer would be quite so compelling. But we think you’ll agree, the answer is print. This link is to a chart of the top 10 media markets in the U.S., outlining the relative strength of local late TV news, AM drive radio and daily newspapers.
Comparing 100 percent of the possible audience for each media (actual numbers for each would be lower of course) and using national average ratings for each market; these ratings would, of course, be a little higher or lower in any given market. But as you can see – the audience that actually uses newspapers ‘to plan shopping and make purchase decisions,’ far exceeds that of TV and radio in virtually every market.
What is especially interesting is that we’re only including the major daily newspaper circulation in each market. What would the numbers look like if we included all the weeklies and various shoppers in the mix? — Source: Media Bids
As an Orange County Business Owner, consider the impact that print advertising has on the newcomer market. Home at Last (HAL) is “home plate” for OC new residents who want and need to touch base with their surroundings. Each issue is packed with information — a combination of articles, advertorials and directories focus readers on what’s important to them: City resources (local government, libraries, parks, recycling centers), malls, beaches, automotive (AAA, auto malls, DMV), points of interest (amusement centers, harbors, sports centers), home improvement, dining and other lifestyle topics are covered.
HAL Newcomer Directory and Relocation Guide is part of the Welcome Express® Welcome Package, which is assembled specifically for each newcomer and personalized with the family’s name.
Home at Last is unique — new and fresh yet still deeply rooted in the Welcome Express® brand name recognition achieved through 20 years of doing business in OC