From adoperationsonline.com. Full story here

 Two out of Three Americans Prefer Print Media In Spite of the Benefits of the Digital Revolution

NEW YORK – According to new research, digital media is no substitute for traditional printed media. A recent survey conducted by Harris Interactive® on behalf of Earthtone suggests that most people choose how they consume media based on personal preferences.

Research shows that the majority of U.S. adults think that printed media is easier to read than the digital equivalent. Interestingly, most adults reported that they feel more comfortable when they have something on paper than when it’s on screen, suggesting that we make an instinctive association between things we can touch and feel and things that are ‘real’.

This survey shows some very positive numbers for response from newspaper advertising. Most of the vital stats are below. As we have said before, surveys showing that newspaper advertising works are pretty common. What is not common is the ability to show advertisers that it is working for them. At Mediabids.com, we do this by incorporating unique 800#s into many of the ads we place. This allows us to show the thousands of advertisers who use our website to buy print ads exactly how many responses (at least by phone) they have received. It isn't hard and much of the time the results we show validate the findings of surveys like this (this one from printinthemix.edu), which in the absense of hard data, can seem too good to be true:

July 15, 2009 -- Newspaper advertising remains the leading advertising medium cited by consumers in planning, shopping and making purchasing decisions, according to early data from a MORI Research survey of more than 3,000 adults, conducted on behalf of the Newspaper Association of America (NAA).

This study, part of a series entitled “American Consumer Insights,” examined the impact newspaper advertising has on consumer shopping and spending patterns. Early results indicate:

• Nearly six in 10 adults (59%) identify newspapers as the medium they use to help plan shopping or make purchase decisions
• 82 % of those surveyed said they “took action” as a result of newspaper advertising, including:
  • Clipping a coupon (61%)
  • Buying something (50%)
  • Visiting websites to learn more (33%)
  • Trying something for the first time (27%)
• 73% of adults say they regularly or occasionally read newspaper inserts
• 82% have been spurred to action by a newspaper insert in the past month.

The Magazine Publishers of America recently updated their free Magazine Handbook which provides compelling information and research regarding the effectiveness of magazine advertising.  The Top 10 reasons, as described by the MPA, are as follows:

1.) Magazines & Magazine Ads Garner Greater Attention
2.) Magazine Advertising is Valuable Content
3.) Magazines Supply Credibility
4.) Magazine Advertising Performs Consistently Throughout the Purchase Funnel
5.) Magazine Advertising Sells & Influences
6.) Magazine Advertising Drives Web Searches & Visits
7.) Magazine Advertising Improves ROI
8.) Magazine Advertising is Relevant and Targeted
9.) Magazines Deliver Reach
10.) Magazine Audiences Accumulate Rapidly - With Lasting Impact 

To view the research and studies involved in creating the Top 10 - and read more interesting information about the role of magazines within the advertising arena as a whole - download the free Magazine Handbook from the MPA.
 

According to a study featured in a recent Brandweek article "82% of students read their campus newspaper...Close to 80% reported reacting to an ad or article." This is great news if you're looking to reach the college market. 

Take a look and see which college newspapers may be in the area you're trying to reach with your advertising. Right now, ad rates in some college newspapers on MediaBids start at $16.25.