Newspaper Advertisers’ Direct Influence On Consumer Spending.

More than half of those surveyed who consider newspapers highly influential in their buying decisions say advertisements for big sales prompt them to shop, a BIGresearch study shows.

“This is critical information for the newspaper industry,” said Vice President of Research Dr. Joe Pilotta, who co-authored the Simultaneous Media Usage Study (SIMM) with Dr. Don Schultz of Agora, Inc.

According to Nielson Media Research, advertising spending in national newspapers continues to trend downward, dropping 7 percent in 2002 and 5 percent in the first quarter of 2003 while niche media — like Hispanic television and local newspapers — continue to see considerable gains.

“Fewer media planners are seeing newspapers as vital to their advertising strategies,” Pilotta said. “In order to stay competitive, newspapers must find a way to communicate the impact advertisements in their medium have on the audience.”

For more information at http://www.bigresearch.com