newspaper readership

Healthcare Marketing: Younger Population Does Read Newspaper – Online

To fully reach the print audience, healthcare marketers must include an online component. Though not as easy as one might think.

Sixty-one percent of adults under 30 who read newspapers read it online.  Compared to just 39% who read a printed version.  Additionally the average income for those who read it online is 20% higher than those who read the printed version.   More astonishing is that adults under 30 who earn more than $100,000 annually are 82% more likely to read digital news content than print.

According to a survey of 5,034 households conducted by Pulse Research, online readers of newspapers are younger, more affluent and better educated.  The survey showed the average age of print readers is 51 compared to digital readers at 44.

Digital readers are 22% more likely to have a college education.  Additionally 48% of the digital readers have children at home compared to 32% of print readers.

While circulation of daily newspapers continues to decline, the print and online audience is substantial and desirable.   To penetrate the younger, more affluent, better-educated audience with print we must adopt an online strategy.

The chief problem with this for healthcare marketers is the options online are not nearly as attractive as those provided by newspaper print versions.  Traditional print offers good real estate, which can create impact and allow a brand to develop and tell a story.  Online options provide very little more than name recognition and a brand statement.  Until newspapers decide to offer significant space in their online content, newspaper advertising will continue to be less and less attractive.

Many marketers are shifting money away from newspapers because a significant portion of their audience is going online for the content, but offer limited advertising options for digital marketing.  Newspapers will have to address this issue as they provide little more than billboard advertising but with a much smaller reach and frequency.






Hospital Advertising: Americans Still Reading Newspapers

Newspapers provide strong reach as large numbers of adults access news either in print or online.

Many have written newspapers off.  It’s not considered to be a viable advertising medium by some. Newspaper advertising revenues, down 45% in the last four years, seem to support this.

However, Scarborough’s latest Integrated Newspaper Audience study revealed that 74% of American adults either read a newspaper or visit a newspaper Web site at least once a week.  Even though the Audit Bureau of Circulations  shows a 14% decline in audience of the 125 largest newspapers since 2004, newspapers still reach 171 million Americans.

Erik Sass reported in the November 17th issue of MediaPost that newspapers deliver even higher readership among the well-heeled and well-educated.   He cites that the Scarborough study indicates that 79% of white-collar workers, 82% of adults with household incomes over $100,000 and 84% of college graduates have read a newspaper in the past week.

It must be noted that a growing number of adults access the print medium online.  A Nielson Online study for the Newspaper Association of America indicates that unique monthly visits to newspaper websites have increased from 41.1 million in 2004 to 71.8 million in 2009.

So even though there is much written about the death of American newspapers, they still provide a great reach opportunity.  With the combination of space advertising and online advertising, newspapers can still be effective at reaching a large audience, especially among the more affluent and well-educated.  And in smaller markets, community newspapers can even provide stronger audiences.  Newspapers still have a place in the media plans of local hospitals.

Americans receive their news in new and various ways.  Certainly this affects media strategies.  But newspapers can’t be written off.  Either in print or on the web, it’s still “read all over”.