Newspaper Public Attitudes - 2006 Annual Report

One key issue for newspapers is the argument that advertisements in print publications are more likely to engage the public than those on the Web and on television. That may be one reason why newspapers have generally been able to charge higher rates than online news sites. Survey research shows that newspapers may outperform other media when the level of advertising effectiveness is measured.

In June 2005, the Newspaper National Network, which is owned by the top 23 newspaper companies and the Newspaper Association of America, conducted survey research among those who read three or more issues of a newspaper a week. Consumers reported lower levels of multitasking while reading the newspaper and surfing the Internet than while watching television or listening to the radio. The findings also suggest that consumers believe newspaper advertising is more credible than advertising in other news media. Finally, a plurality of respondents said newspapers were most able to help them choose which products to buy.12