Online Trumps Newspapers - Well, that all depends…
A new survey on media usage from the Opinion Research Corporation confirms what newspaper publishers have long feared: Americans are abandoning daily print newspapers in favor of 
online news. The OPC also found a slightly smaller decrease in the number of people turning to TV news. However, there were also some unexpected gains for traditional media, including a greater reliance on radio for news and information. The increase in online news consumption was led by disproportionately larger increases among a number of key demographics (including college-educated people (20%), Hispanics (21%) and people with household incomes over $100,000 a year (23.1%)). As might be expected, adults ages 18-34 are now reportedly getting more of their news from online sources (22.2% increase).
While newspaper readership is overall down and continues to fall as more people to turn to the internet, it is important to remember that are still many areas, markets and communities throughout the US where print newspaper is still a powerful medium. In many rural areas, local newspapers are still considered to be one of the best places to advertise. While in more urban areas it may make more sense to advertise on a newspapers’ website.
Ultimately, where you should be advertising completely depends on your local market. How your current, past and potential customers consume media is all that matters when determining your optimal marketing mix. So take a look around you and note what media sources you, your spouse, children, neighbor, barber, etc. commonly turn to.
