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Media kit:
Seeking out advertising
Though it's sometimes said to be the best way to brand a business, only 53% of Dane County adults remember the names of television advertisers when it comes time to make a purchase. Only 43% remember the names of radio advertisers.
Source: Dane County Media Usage Study, 2002
What people do as a result of the advertising they see
| Newspaper readers | TV viewers | Radio listeners | |
| Shopped specifically for products or services in the ad | 45% | 22% | 12% |
| Visited the advertiser's business | 49% | 27% | 19% |
| Redeemed a coupon from an ad | 37% | n/a | n/a |
| Shopped at a store not visited in a while | 22% | 10% | 8% |
| Shopped at a store for the first time | 13% | 7% | 5% |
Source: ABC Readership Study - Madison Market, 2003
Television viewers and radio listeners avoid advertising
80% of Dane County adults say that when an advertisement comes on the television, they change the channel or get up to do other things.
43% change the station when an advertisement comes on the radio, and 59% don't even pay full attention to the radio when it's on.
In advertising, while "intrusive" may be good, "irritating" is always bad
| I get irritated when I see the same television ad over and over again. | 81% |
| I avoid businesses whose television ads bother me. | 36% |
| I get irritated when I hear the same radio ad over and over again. | 73% |
| I avoid businesses whose radio ads bother me. | 29% |
Source: Dane County Media Usage Study, 2002
56% of Dane County adults remember the names of companies who advertise in the newspaper when they're ready to make a purchase.
Source: Dane County Media Usage Study, 2002
What newspaper advertising has to offer
Utility:
Newspaper advertising is ideal for details like location, phone number and special offers, and it naturally allows for comparison shopping.
Quality:
Newspaper readers actively seek out your advertising message.
Results:
Consumers use newspaper advertising to make their purchasing decisions.
Convenience:
Newspapers make it easy for consumers to look at advertising when they want to see it, rather than forcing them to view it at a certain time.
Opportunity:
Regular sections & special sections alike offer a variety of content-driven advertising opportunities.
Value:
Newspaper advertising requires little to no extra production costs and offers unparalleled consumer response.
Relevance:
Newspaper advertising allows advertisers to target consumers by the type of content they normally seek.
Active:
When consumers read newspapers, they give them their full attention, improving your ability to get your advertising message across.
© 2008 Capital Newspapers. All Rights Reserved.
50% of Dane County adults are most likely to seek out advertising in the newspaper. Only 13% seek out advertising on television. 3% seek out advertising on the radio.
Source: Dane County Consumer Study, 2000
Newspapers are the only way to reach 83% of Capital Region adults with one ad.
Source: Scarborough Research Study, 2006-2007