1. Ten Reasons Why Newspaper Preprints Work 2011

2. Environment

3. Consumers Act on Newspaper Advertising 79% of Consumers Took Action on an Ad in a Newspaper in Past 30 Days

4. Primary Medium When Consumers Want to Shop Ads Newspaper 35% Internet 28% Ads in Mail 12% Television 9% Catalogs 7% Magazines 3% Radio 1%

5. Newspaper: Shoppers Top Choice Best For Bringing Sales to Attention Most Valuable for Planning Shopping Prefer for Receiving Ad Information Most Used to Help and Plan Most Believable and Trustworthy Look Forward to This Type of Ads

6. Video 1

7. Reach

8. 3/4 of adults read inserts at least occasionally

9. “Non Readers” Checked Sales at Local Stores 13% Clipped a Coupon 11% Checked Weather 12% Checked Local Entertainment 4% Compared Prices on Something to Buy 8% Checked Movie Listings 5% Checked Classified Ads 7% Used a Recipe 6% 38% of adults who say they did not read a newspaper in the past week report “Using One”

10. Video 9

11. Staying Power

12. Inserts are Retained on average 4.7 Days

13. Video 3

14. Use

15. Insert Action 79% of Adults Took Action With an Insert Past 30 Days Clipped and Saved a Coupon 62% Used to Compare Prices 58% Compared One to Another 51% Saved Until Visited a Store 52% Saved Until Needed to Purchase 48% Showed to Family Member or Friend 45% Used to Make Unplanned Purchase 40% Took to Store 41%

16. 69% of insert users review inserts from stores other than those they shop most 29% of insert users review inserts only from their regular stores

17. Video 4

18. Preference

19. Newspapers are the preferred method for receiving inserts 48% prefer newspaper delivery 23% mail 18% online 11% no preference

20. Video 5

21. Benefits

22. Adults List Insert Benefits. 67% Checking Inserts saves time and money 62% Inserts make it easy to comparison shop 57% Circulars help you learn about new products 56% Easier to browse inserts than to search online 54% Give you a good idea of what product looks like

23. Video 6

24. Advantages

25. The Value of Inserts Check inserts to see what’s on sale 74% Enjoy browsing even when not in market 67% Use to plan regular shopping 58% Part of my weekly newspaper routine 70% Check high quality brands and bargains 61%

26. Video 7

27. Demographics

28. Demographics Read Inserts Regularly or Occasionally Total 72% Men 67% Women 76% 18-34 65% 35-49 74% 50-64 74% 65+ 76% <$50,000 67% $50,000-74,999 77% $75,000-$99,999 75% $100,000 + 72% African-American 70% Hispanic 69%

29. Video 8

30. Usage Changes

31. Shifting Usage? 61% Of adults: say insert use is unchanged in recent years 28% of adults: say insert use has increased in recent years 25-34 Yr. olds: Most likely to have increased use of inserts

32. Video 8

33. Digital Shopping

34. 62% Have done some form of online shopping in the past 30 days

35. Video 2

36. Online Shopping activities past 30 days: 49% Researched a product 43% Purchased something online 30% Bought at store after online search 25% To get more info on ad seen in paper 24% To get coupons for discounts

37. Information Sought by online shoppers 42% Comparing prices 38% Checking store hours, location, phone number 37% Comparing product features 37% Reading reviews of others

38. Sites/Channels Used in Online Shopping Search Engines 47% Store Websites 46% Online Only Stores 35% Manufacturer Sites 23% Auction Sites 22% Discount Sites 16% Research Sites 15% Portals 14% Newspaper Sites 11% Coupon Sites 11% Group Discount Sites 11%

39. Preprints 75% of Adults Read Preprints 4.7 Days inserts are kept 8 of 10 Used an Insert in past 30 days

40. Video 2

41. The Value of Newspaper Media OPT-IN Advertising In an OPT-OUT World