NEWSPAPERS REACH NEARLY THREE-IN-FOUR ADULT CONSUMERS WITH BUYING POWER EVERY WEEK

Arlington, Va. – More than 71 percent of adults, or 165.6 million people, read a newspaper in print or online in the last week, according to the latest data from Scarborough Research. The company examined newspaper readership as part of its USA+ Study (Release 1, 2010), a survey of more than 210,000 adults that captures media patterns and other consumer behaviors of adults across the country.

In addition, the latest data from Scarborough Research, which is considered a currency measurement in the media planning and buying community, indicates that newspapers continue to attract consumers with buying power, with 80 percent of adults in households earning $100,000 or more reading a newspaper in print or online each week.

“Newspaper companies continue to leverage aggressive new business models to reach a substantial majority of adult consumers across print and online platforms – – last week and every week,” said NAA President and CEO John F. Sturm. “And while the way readers access newspaper content continues to evolve, one thing has remained remarkably consistent: Dollar for dollar, newspapers offer unmatched value to advertisers by attracting a powerful consumer audience that no other medium can match.”

Newspaper Demographics Provide Maximum Value to Advertisers

The latest data from Scarborough Research indicates that newspapers continue to attract highly educated consumers who are ready to shop and spend. In an average week:

85 percent of adults who have done post-graduate work or who have advanced degrees read a print newspaper or visited a newspaper website
81 percent of women in a management or professional position with a household income of $100,000 a year or more read a newspaper in print or online; 73 percent read the print product
Full-time working women who shop read newspapers in large numbers. A high percentage of those who bought at the following stores in the last 30 days read a newspaper in print or online last week: JC Penney (75 percent); Lord & Taylor (87 percent); Macy’s (77 percent); Nieman Marcus (76 percent); Nordstrom (78 percent); Kohl’s (76 percent); Target (75 percent); TJ Maxx (76 percent); Wal-Mart (74 percent)
76 percent of adults who spent more than $500 on fine jewelry in the last year read a newspaper in print or online; 80 percent of adults who spent $500 or more on business clothing read a newspaper in print or online, the figure is 77 percent for those who spent more than $500 on women’s shoes
Scarborough Research (www.scarborough.com, info@scarborough.com) measures the lifestyle and shopping patterns, media behaviors and demographics of American consumers, and is considered the authority on local market research. Scarborough’s core syndicated consumer insight studies in 77 Top‐Tier Markets, its Multi‐Market Study and its national USA+ Study are Media Rating Council (MRC) accredited. Other products and services include Scarborough Mid‐Tier Local Market Studies, Hispanic Studies and Custom Research Solutions. Scarborough measures 2,000 consumer categories and serves a broad client base that includes marketers, advertising agencies, print and electronic media (broadcast and cable television, radio stations), sports teams and leagues and out‐of‐home media companies. Surveying more than 210,000 adults annually, Scarborough is a joint venture between Arbitron Inc. (www.arbitron.com) and The Nielsen Company (www.nielsen.com).

NAA is a nonprofit organization representing nearly 2,000 newspapers and their multiplatform businesses in the U.S. and Canada. NAA members include daily newspapers, as well as non-dailies, other print publications and online products. Headquartered near Washington, D.C., in Arlington, Va., the Association focuses on the major issues that affect today’s newspaper industry: public policy/legal matters, advertising revenue growth and audience development across the medium’s broad portfolio of products and digital platforms. Information about NAA and the industry also may be found at http://www.naa.org.

Released October 20, 2010

As a special offer for Mid-Atlantic N.A.M.E. members, we are very excited to introduce you to a special section microsite program that will prove invaluable in helping you expand content, visitor interest and advertising on your Web site. The best part is that you can try it for FREE through a special offer made to all Mid-Atlantic N.A.M.E. members by Metro Creative Graphics, the program’s creators. The “Cancer Awareness” microsite is being made available to you free of charge so you could not only spread cancer awareness on your Web site, but be able to experience the fastest and easiest way to monetize your Web site.

Here is a link to a live demo of our Cancer Awareness MicroSite:

What are Timely Features MicroSites?

Metro’s Timely Features MicroSites are self-contained online themed section sites that reside on your server. They are highly professional and truly impressive, while being ready to post and sell. Using the microsite program is like hiring a Web designer, Web developer and Web programmer to create 36 Web sites in one year at a single, cost-effective monthly rate.

How does the Timely Features MicroSites program work?

Three themed sites are delivered each month which you can post without having any HTML or Web programming experience. Through Metro’s revolutionary MiSite technology — a free companion online application for MicroSite subscribers — adding features, placing and rotating ads without an ad server, and publishing the entire site content to a designated folder on your server is only a few clicks away. In addition, a Photo Gallery option is included with the MiSite deployment tool which enables you to upload images and add descriptions to create up to six slide show galleries with up to 80 images on each published MicroSite. For your free “Cancer Awareness microsite, imagine a gallery of photos of cancer survivors. Another gallery could be in memory of those we have lost. Yet another could be photos of a cancer-related event in your area (i.e. Relay For Life®).

The Timely Features MicroSite program also features Interactive Sales Sites to help with your sales effort. Accessed through MiSite, Interactive Sales Sites will enable you to:

• View, customize and publish your sales sites so you can immediately start selling ads and sponsorships for the sites. Sales reps can send the links to all prospects on their lists, or present them in person. Advertisers can see what a MicroSite will look like ahead of time and where their ad might be positioned.

• Automatically create printer-friendly versions of your sales and combo package info to use as ready-made leave-behinds when making in-person visits or sending via fax.

Here again, practically anyone can post a Timely Features Interactive Sales Site through MiSite, without any HTML or Web programming experience. Enter rates and contact information, add in any combo or specialty package options, and you are ready to sell with an onine media kit and sell sheet.

PROGRAM FEATURES:
• 3 Themed Sites Delivered Each Month
• Easy to Co-brand
• Ready-to-Sell Advertising Opportunities
• Easy to Deploy with MiSite
• Ability to Add Your Own Content
• Search Engine Optimized
• Most Current Web Design Techniques
• Cross Browser Compatible
• Corresponding Print Ad Layouts and Cover Designs
• Easy to Sell with Interactive Sales Sites and Sell Sheets
• Attention-compelling Photo Gallery Slide Show Option

PROGRAM BENEFITS:
• Begin Selling Immediately
• Grow Site Content
• Expand Demographics of Site Visitors
• Grow Search Engine Optimization (SEO)
• Coordinate Your Print and Online Efforts
• Minimal Investment — High Return
• Grow Online Revenue

For more information on how this value-packed service can help you expand visitor traffic and increase advertising in no time, with minimal effort and a high return, click here: http://mcg.metrocreativeconnection.com/publish/sections/microsites.php

To take advantage of this special offer and receive your FREE “Cancer Awareness” MicroSite, contact the Metro Creative Graphics Client Services Team by calling 800-223-1600 or emailing service@metro-email.com.

While many newspapers in the United States are suffering from bankruptcies, lay-offs and mandatory furloughs as advertising sales have hit record lows, ANC continues to be a newspaper industry business that is thriving and maintaining consistent growth. ANC recently announced a 15% increase in annual revenue and has experienced a 29% year-to-date increase in new client acquisition.

According to John Jones, ANC Vice President, “with the current economic crisis, newspapers have become more cost conscious and are looking for ways to increase advertising revenue results without adding sales staff or experts to manage e-editions”. Jones offers these explanations of ANC’s success. “Our company’s purpose is to help newspapers create new revenue and accomplish more with existing resources. Programs such as Platinum Advantage have no upfront costs and offer multi-platform advertising packages. We only make money when the newspaper does, so a successful campaign is a win-win for both of us and our business model has succeeded and grown every year despite industry problems.” ANC offers diversified, customizable programs to meet the particular needs of each newspaper client with unrivalled customer service. “We offer levels of service that you won’t get from a large, impersonal corporation. Our staff genuinely cares about helping our customers”, said Jones.

About Advantage Newspaper Consultants
Founded in 1996, ANC is dedicated to providing newspapers with innovative marketing and sales expertise that enhance readership and profitability by integrating newspaper industry experience with technology. ANC provides compelling marketing, digital processing and consulting services to over 300 North American publications and generated more than $30 million in newspaper client advertising revenue in 2009. Visit http://www.newspaperconsultants.com to learn more about ANC programs.

For media inquiries, contact:
John Jones, Vice President / 910-323-0349 / john@newspaperconsultants.com