Newspaper Association of America

Healthcare Marketing: Digital Newspaper Ads Effective

Newspaper digital ads provide a strong reach and reader responsiveness.

Newspapers are struggling.  Circulation and ad revenues are down.   Some newspapers have stopped the presses or reduced their days of publication.  In response, and to adapt to changing consumers habits, newspapers have put an emphasis on digital content.  And research indicates their efforts are delivering results.

A study by Frank N Magid Associates  commissioned by the Newspaper Association of America found from a survey of 2,518 online interviews among adults 18+, 60% have looked at an online version of a newspaper from a laptop or desktop.  The study also found 25% has looked at a newspaper from a smartphone and 12% from a tablet.   Considering the overlap, 67% of the respondents fell into one or more of the three categories.

The original survey was followed by 1,179 online surveys and nine focus groups.  The research also found that 66% of digital newspaper media consumers said they act on digital ads displayed with newspaper content.  Additionally 61% of tablet users said they act on newspaper tablet ads and 59% of samrtphone users respond to ads.

Erik Sass referenced the study and reported in MediaDailyNews that 65% of adults ages 18-34, have read a newspaper on a computer in the last week compared to 48% of adults 65+.  And 41% of adults 18-34 read a newspaper on a smartphone, compared with 11% of adults 65+.

This is good news for healthcare marketers it gives some confidence there is an audience for digital newspaper and those readers are responsive to online ads.  This does not mean marketers can just take print ads and put them in a digital format.  It will require new creative strategies. And digital ads also will allow click thrus and more interaction with consumers.

The future of newspaper advertising will definitely be in digital formats and content. That too can be effective for healthcare marketers but will require different strategies and new creative approaches.

Healthcare Marketing: Consider Newspaper Website Ads

Although newspapers have been pronounced mortally ill they now reach 61% of the adult population –  online.

Newspaper websites reached a total of 102.8 million unique visitors in September of 2010.  That represents 61% of the total adult population. A study conducted by comScore and reported by the Newspaper Association of America found that on an average day newspaper websites attract 20.3 million unique visitors and the average visitor makes 8.5 visits per month.

These web visitors spent more than 3.3 million minutes reading newspapers online and viewed over 4 billion page views. Newspapers readers online outpaced other web news sites.  Yahoo News reached 51% of the adult population, 22% visited CNN online and 26% visited MSNBC.

And those who visit newspaper websites tend to be more affluent too. Twenty-five percent of adult visitors to newspaper websites had annual household income of over $100,000 compared to 21% of all internet users.

So even though newspaper circulation is declining, more consumers are reading their newspaper online.  Healthcare marketers should take notice and seriously consider a web presence on local newspaper sites.  The web audience will undoubtedly continue to grow as circulation continues to decline and healthcare organizations can capture this growing audience by having a significant web presence on newspaper sites. Readers are going web and so should healthcare marketers.

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