Media Facts

QUICK FACTS - pick up to 3

The U.S. newspaper industry has history going all the way back to the colonies. Newspapers enjoyed a long reign not only as the primary source of news and information, but also as the main advertising vehicle for brands, retailers, and even individuals within their markets.

Newspaper publishers faced and survived major challenges over the years from short broadcast newscasts on radio and TV, radio all-news formats, television news programs, and 24-hour cable news channel cycles, retaining subscribers and revenue streams.

In the 21st century, however, online and digital platforms affording real-time news coverage – including personalized news delivery – have made immediacy the order of the day. Publishers literally are faced with an “adapt or die” proposition. Some are adapting innovative strategies to expand their digital services to the consumer – others have closed down.

Newspaper Counts and Circulation Fewer newspapers were published in 2015 than ten years ago, and circulation has declined dramatically: Daily Newspapers (published 4 or more days per week) There were 1,331 daily papers and 934 Sunday papers as of January 1, 2015; There were 1,457 daily papers and 915 Sunday papers in February ‘05 Combined circulation of all dailies in 2015 is 40.4M; Sunday, 42.7M; Combined circulation of all dailies in ‘05 was 54.6M; Sunday, 55.2M Weekly Newspapers (published 1-3 days per week) There were 5,740 weekly papers as of 1/1/15 (5,157 publish once a week) There were 6,659 weekly papers in February ’05 (6,086 published once a week) Combined circulation of all weeklies in 2015 is 49.5M Combined circulation of all weeklies in 2005 was 49.5M Shoppers/Total Market Coverage (TMC) (Publications with less than 25% editorial content) There were 1,365 shopper/TMC publications as of January 1, 2015 There were 1,417 shopper/TMC publications in February ‘05 Total circulation of all shoppers/TMC publications in 2015 is 60.0M Total circulation of all shoppers/TMC publications in 2005 was 56.8M

Newspaper publishers are changing their business models to curtail costs, expand access to content via digital platforms: Reduction of home delivery schedules to 3 or 4 days a week, including Sunday Some publications adopting these schedules continue to offer print editions at newsstands and other points Others offer digital-only options on non-delivery days

Recognized channels for audited newspaper circulation data by the Alliance for Audited Media (AAM), formerly known as the Audit Bureau of Circulations (ABC), are: Print distribution (individually paid, business/traveler distribution such as hotels and airlines, and consumer copies that are non-paid or paid by someone other than the individual) Digital Replica: Digital format containing all editorial and ROP ad content; may contain additional editorial and advertising. Circulation numbers not synonymous with daily Website visitors, page views, or other common web traffic terms Digital Non-Replica: Digital format with same name of paper’s AAM membership; may contain different editorial or advertising from the print version. Circulation numbers not synonymous with daily Website visitors, page views, or other common web traffic terms. Affiliated Publications: Print and/or digital editions reflecting a different name than AAM member; may contain audience-focused, alternative language or community papers.

Readership Fewer than 2/3 of U.S. adults read a print version of the newspaper 60.8% of all U.S. Adults 18+ read a print newspaper during the past week

Print readership varies by age demographic, with older adults more likely to consume print than younger Americans. Daily Sunday Adults 18-24 6.3% 6.8% Adults 25-34 9.2% 10.9% Adults 35-45 10.9% 12.4% Adults 45-54 17.8% 18.8% Adults 55-64 21.1% 21.1% Adults 65+ 34.7% 29.9%

When newspaper Websites/e-Editions are added to print, Adults 18+ readership in the past week increases to 69.1% Readership for the combined platforms increases significantly to 61.2% for Adults 18-34 and is up to 72.4% for Adults 35+. Results for the 55+ demo are 76.1%. 41.9% of Men 18+ and 44.1% of Women 18+ read a print or e-Edition of the Sunday newspaper, while the 5 weekday combined Print/e-Edition cume of papers for these demos is 53.8% of Males and 51.5% of Females.

Newspaper correlates with higher income levels, reaching 45% of adults with households incomes of $150K+ 41% of those with HHI of $100K-$149,999 and 40% of those in the $75K-$99,999 bracket. Additionally, newspaper reaches 40% of college graduates Approximately 50% of adults with some post-graduate work or post-graduate degrees.

Many print newspaper advertisers like to “target” consumers by placing their ads in special sections of the paper. However, among those adults who read print newspapers, only a small percentage of actually read every section – many readers will never be exposed to advertising. Weekday papers Front page, 30% Local News, 29% International/National News, 16% Business/Finance, 9% Comics, 13% Editorial Page, 12% Entertainment/Lifestyle, 12% Fashion, 5%; Food/Cooking, 12% Health, 11% Home/Home Design/Furnishings/Gardening, 7% Movie Listings & Reviews, 8% Science & Technology, 6% Sports, 16%; Travel, 6% TV Listings, 7% Weather, 17% Advertisements, 9% Circulars/Inserts/Fliers, 12% Classified Advertising, 10%. Sunday/Weekend papers Front page, 29% International/National News, 16% Local News, 25% Business/Finance, 9% Comics, 14% Editorial page, 10% Entertainment/Lifestyle, 14% Fashion, 5% Food/Cooking, 12% Health, 11% Home/Home Design/Furnishings/Gardening, 8% Movie Listings & Reviews, 8% Science & Technology, 7% Sports, 15% Travel, 8% TV Listings, 7% Weather, 15% Advertisements, 11% Circulars/Inserts/Fliers, 17% Classified Advertising, 10%

On the positive side for print newspaper advertisers, consumers are mainly receptive to ads in this medium. 52% of Adults use print newspapers (including ads in regular news, classified pages, and inserted circulars) on a weekly basis to assist with shopping planning and purchase decisions 79% of respondents indicated they had taken some action in response to a print newspaper ad during the prior month, with most common actions being: Becoming aware of a sale (61%) Clipping a coupon (51%) Buying something advertised (48%) Visiting a retail store or showroom (40%) Discussing or mentioning the product advertised with a friend/family member (40%) Bought something at an Internet site they saw advertised in the paper (14%) Even non-readers will check into the paper for advertising message 15% of non-readers of newspapers (those who said they hadn’t “read or looked into” a newspaper during the prior week reported having used a paper to check sales in local stores 13% had clipped a coupon 6% had checked out a classified ad

Only 35% of all adults indicated they ignore newspaper ads the most (vs. 82% of online ads)

Consumers are migrating to newspapers’ digital platforms, according to reports from comScore: Newspaper digital access reached 78% of online adults in March 2014 Net reach of newspaper digital content: 18-24 = 71% 25-34 = 84% 35-44 and 45-54 = 79% 55+ = 77% Audience engaging with digital content reached all-time high of 161M adult unique visitors in March 2014, up from 135M in April 2013 Use of desktop or laptop to as sole device for newspaper digital content declined in 2014 for all age groups except 55+ Use of mobile (Smartphone/tablet) access in some form increased across all age groups Newspaper subscribers who use mobile news apps more likely than non-subscribers to use those branded by newspapers (RJIonline, 2014) Newspaper subscribers of all ages most likely to pay for subscription to mobile news content 11% of newspaper subscribers overall said they pay for mobile content 5% on non-subscribers to newspaper pay for content

Newspapers’ digital pay walls have gained traction, Approximately one-third of U.S. dailies have adapted digital pay walls Success of this revenue stream will hinge on consumers’ willingness to pay for access to content. Future for digital newspaper advertising lies in targeted display, or ads responsive to interests readers have demonstrated in their Internet access to content

Newpaper advertising revenue is declining, but not as fast as circulation and readership. Newspaper ad revenue hit its all-time high in 2000, at $48.67B. Total 2013 spending was $23.57B (-2.6% from 2012), comprising Print @ $17.3B (- 8.5% from 2012) Retail and national ad spend both down 8% Classified fell 10.5% Digital @ $3.42B from digital (+1.5%) Approximately ¼ (24%) derives from “pure-play” digital appearing only on digital platforms, not in print products Niche/Non-Daily Publications @ $1.45B from niche/non-daily (-5.8%) Direct Marketing @ $1.40B from direct marketing (+2.4%) Circulation revenue in 2013 was $10.87B, up 3.7% over 2012 Within that total, digital-only circulation revenue grew 47% Print and digital bundled circulation increased 108% Print-only circulation revenue from home delivery and single-copy sales declined 20%.

Newspaper advertising expenditures represented approximately 10% of total media spending in 2014 (vs. 1.8% share of media time) (Magna Global, 2015) U.S. advertisers invest approximately $0.82 per U.S. adult hour spent with the medium Disproportionately high volume compared to major electronic media such as TV ($0.17), radio ($0.13), online($0.12), mobile($0.07) Ad spend may remain higher due to habit, not yet caught up to decline in consumption

For additional information/insights on Newspapers: Newspaper Association of America (NAA): http://www.naa.org/ National Newspaper Association (NNA): http://nnaweb.org/resources http://nnaweb.org/about-nna?articleCategory=community-facts-figures Alliance for Audited Media (AAM) http://www.auditedmedia.com/

PLUS RADIO - pick up to 3

Reach: Radio offers broad reach across all demographics, including younger consumers not easily delivered by newspaper advertising. Radio reaches approximately 243.8 million listeners or 92% of U.S. persons 12+ per week (Nielsen Audio, RADAR 122, September 2014). Adding a relatively inexpensive radio schedule to a newspaper ad campaign can boost the number of different persons who will be exposed to an advertising message.

Enhancement: The ear is a powerful organ for messaging, and radio can provide sound that is lacking from print advertisements. Conversely, newspaper ads can provide deeper messaging and details that short radio spots can’t convey.

Recall: Radio combines with newspaper to improve brand recall. A study by the Radio Ad Lab proved that an ad schedule combining radio and newspaper improved total brand recall compared to newspaper advertising alone. On an ROI basis, radio is more than a supplement: A combined newspaper/radio buy is demonstrably more powerful than on using newspaper alone. http://www.rab.com/whyradio/ad_Lab6.cfm

Environment: Radio cuts through the clutter, featuring commercials one at a time, whereas newspapers commonly display multiple ads on the same page, diminishing branding opportunities. Use radio to direct consumers to a particular ad in an edition of the paper for locations, details beyond radio messaging.

Readers can easily skip past newspaper advertisements, but linear radio is intrusive and breaks through with your message. Arbitron/Media Monitors/Coleman Research’s 2011 “What Happens When the Spots Come On” found that radio retains 93% of its lead-in audience during commercial breaks. Frequency: Radio advertising is affordable and allows you to add impact to your brand messaging through repetition.

You can air multiple radio spots in a single day versus one newspaper ad. That means bigger and faster results because repetition sells. Radio can help maintain loyal customers by keeping your name or brand image top-of-mind. When the consumer knows your name, she’s more likely to stop and read you newspaper advertisement.

Targetability: Radio is highly-targetable. While everyone in the market reads the same print newspaper, there are many radio formats, each attracting a distinct demographic or lifestyle group that allows you to zero in on a specific audience – and making a radio buy more efficient than newspaper.

Cost: Newspaper advertising can be expensive, depending on the size of the ad and where it is placed in the publication, and one ad hits all who read the paper. Good radio advertising is relatively inexpensive to produce and can be tailored to different demographic groups and placed within niche program formats.

Speed: The time to create a radio spot, produce it and get it on the air is shorter than the time required to publish an ad in the print edition of the paper. Radio can be the advance team for messaging that needs to get out quickly. Recall: A Radio Ad Lab study on radio/TV synergy confirmed that adding radio to a TV ad schedule can boost brand recall. Swapping out one of two television ads for two radio ads increased unaided brand recall by 34%. Consumers who heard two radio ads and only one TV ad could restate a campaign’s main message equally as well as those exposed to two TV ads.

For more information on radio: Glossary: http://www.rab.com/public/reports/buysellterms.pdf FAQs: http://www.rab.com/whyradio/faq.cfm Statistics and Trends: http://www.rab.com/whyradio/

STATION/COMPANY ADDRESS PHONE WEBSITE LOGO

NOTE: Click browse to select your logo. For best results, logos should be no more than 300 pixels wide by 150 pixels high. For more help call 1-800-232-3131.

Newspaper

CREATE A PROFILE

NOTE: Click browse to select your logo. For best results, logos should be no more than 300 pixels wide by 150 pixels high. For more help call 1-800-232-3131.