Why marketers should target newspaper readers

Marketers who want to tap in to the vast resources of a group of online users called Influencers may want to pay more attention to newspapers. That is because, according to a recent study from Millward Brown, readers of online newspapers are more like to influence the purchasing decisions of consumers

by Kristina Knight

Researchers found that newspaper websites users were 50% more likely to influence other online users than non-readers.

“Newspaper websites start dialogues and stimulate peer to peer conversations.” said Jason E. Klein, President and CEO of Newspaper National Network LP. “Newspaper Website Users are more likely to be confident about their opinions and willing to share them with a larger network of friends and colleagues.”

Online newspaper readers influence about 18 people each week, that is 38% more influence than a non-reader has. Though much of the influence these readers have is to their family, friends or co-workers, these readers should not be ignored by marketers. Regardless of how vast their personal reach, the reach of those they influence continues to grow with each new person who recommends or talks about the brand or product.

Newspaper readers, then, could be a huge resource for marketers. By tapping in to this base of readers marketers have a better chance of building brand awareness and may also convert more consumers than by simple contextual targeting.