Texas Christian University | TCU Schieffer School of Journalism
Once Again in 2014
... We’re Still the One In Communities Across America
Newspapers - Both In Print and Online!
Blog Post by Chuck Nau - March 2014
Once AGAIN, both a National Newspaper Association (NNA) study and a Newspaper
Association of America (NAA) study recently released reinforce the continued strength
and vitality of newspapers and newspaper web sites, whether community, weekly, or daily.
In the newly released NNA study (conducted in September and November 2013), two - thirds of
community residents in small towns and cities read their local newspaper at least once and up to
seven times a week! Almost five out of ten (47%) residents indicated that their community’s
newspaper and newspaper web site were their preferred or primary source of information. 78%
of adults are quite attached to following local news and information, and local newspapers are
by far the source they rely on for much of the local information they need, again, reinforcing
the perceived value and strengths of local newspapers as a community asset.
Throughout their community, local newspapers are shared and passed along with a average pass
along rate of 2.48 ... UP from previous years studies. Likewise, 54% of readers have clipped a
newspaper story or shared a link with someone else in their community. 49% of a community’s
online users would choose their newspaper’s website as their favored source of information for
LOCAL NEWS, almost twice as many as the next identified local media source!
Complementing the NNA findings, the Newspaper Association of America (NAA) found that
56% of Millennials, those young adults age 18 to 34, still want newspaper media content in a
typical week, in print or online! Whether it’s through the traditional print format, online via
digital newspaper content or via a mobile device, millennials seek out and get their news,
information and advertising across a variety of newspaper media platforms.
Once again, whether it’s the old media or the new media, in communities and cities across
America ... we’re the one readers and viewers turn to ... yesterday, today and tomorrow.
Newspapers and newspaper web sites ... your newspaper and its web site are the ‘value
collection’... a content combination of local news and advertising, interacting with the
community in a timely and up to date manner, with a unique, trusted and well established
brand that delivers simple, identifiable and measurable response and results day after day or
week after week.
Why? Simply put, newspapers, whether in print or online, have a distinct local audience that
Loyalty is print's strongest selling point. Your neighbors, friends, business associates and you
seek it out, it draws you in and talks to you about things in your life, in a specific and intimate
fashion. This is a choice your neighbors, friends, business associates and you make to spend
dedicated, uninterrupted time focused on your newspaper and/or your newspaper web site
It is all about the quality of the audience. Our newspaper web site visitors are loyal and
interactive returning to their newspaper web site several times per day. Newspaper web site
visitors continue spending more and more time on your newspaper web site rather than as
eyeballs darting around the Internet! Our newspaper web site visitors also read their
newspaper ... reinforcing our advertisers’ message and increasing awareness of local news
Newspapers’ web sites, much like their print products, deliver original, high-quality content
that continually attracts a highly educated audience, again, building a powerful and engaged
audience. As we have noted in the past, year after year, study after study, the facts are in ...
Advertisers know that newspaper advertising, both in print and online, works to motivate
consumers to take action and that newspapers are the one that local community ‘influentials’
and ‘shoppers’ turn to! Who typically has the largest Internet media footprint in a community and
in the local marketplace? You do!! Your local newspaper web site!
Newspapers, your newspaper, online and in print, best represent your community.
Through a local environment of news and advertising, your newspaper and your newspaper web
site create the marketplace for your community.
Newspapers ... We’re Still the One! Does EVERYONE at your newspaper know? Do your
friends, community associates, advertisers and potential advertisers know?
Don’t let newspapers, your newspaper and its web site be the best kept secret in your
community ... We’re Still the One!
© Murray & Nau, Inc.
Comments and questions are welcome and may be directed to Chuck via email:
[email protected]. or at (425) 603 - 0984.