A TargetCast study reveals some positive results for the newspaper industry. Full story, from MarketingCharts, here.

More from the study: 

Hope for Traditional Media

According to TargetCast, the study reveals a “glimmer of hope for traditional mass media.” While 60% of consumers say newspapers need to change the most to stay relevant, most are nevertheless sticking with the media they’ve known for years. For example, those ages 35+ still consider newspaper ads to be more influential in determining their purchase decisions.

Additionally, more than 40%  of adults ages 18-64 say they prefer the experience of reading a printed newspaper vs. online sources, and just 15% of all respondents say they would rather read magazines online. Among those ages 45+, a solid 57% prefer the experience of reading a printed magazine vs. reading a magazine online. A significant number of adults aged 18-64 (41%) also indicate radio is still relevant in their purchase decisions.
Additional study findings:

• Men are more likely than women to indicate that printed news is a less relevant source of news and information.
• Men are currently using the internet more than women to watch TV shows/videos and play games.
• Newspapers and magazines are not considered as relevant today and are easiest to eliminate from usage.
• The biggest usage declines in printed newspapers, magazines and radio are found among men and young adults ages 18-34.
• TV and internet, respectively, identified as most important media.
• Young adults 18-34 rank the internet as more important than TV .
• Men are more likely than women to indicate they would rather listen to pre-recorded music on my mP3 player than the radio.
• Respondents are more likely to disagree with the statement that printed newspapers are more trustworthy than online sources.
• 72% say that they are not willing to pay for an online newspaper subscription to replace their printed newspaper subscription, implying, TargetCast said, that people expect the news online to be free.

“More than ever, marketers must take into account the evolving media preferences of specific target audiences as they refine their approach to connecting with consumers,” said Peter Sedlarcik, SVP, director of insights and analytics at TargetCast tcm. “Yet, while many may declare print media is dead, our findings show that marketing messages in newspapers and magazines still score well in terms of consumer attentiveness and purchase influence.”