Insight - Marketing and Research Newsletter

Fall 2016

Insight, Marketing and Research Newsletter from the Pennsylvania Newspaper Association

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I N S I G H T Marketing and Research Newsletter A S S O C I A T I O N P E N N S Y L V A N I A Volume 10, Issue 1 Fall 2016 INSIDE THIS ISSUE: What SMBs Want From Local Media Page 2 Adults of All Generations Depend on Newspapers Page 3 How Effective Are Newspaper Print Ads? Page 4 Category Shoppers Mean Business for Local Advertisers Page 5 Print Newspaper Readership Still Dominates Page 7 1st Quarters Sales Opportunities Supplement begins at the end of INSIGHT THE RESULTS ARE IN.... Pennsylvania Newspapers are #1! The PNA recently commissioned a readership study with American Opinion Research (AOR) to learn more about the newspaper usage, and shopping habits, of Pennsylvania adults. The study found that newspapers continue to be the: • Most used advertising source for local sales and shopping information • Most used advertising source consumers use before shopping • Medium in which ads (in print or on a corresponding website) prompted them to make a purchase in the past month • Medium that provides the most useful ads • Preferred source for receiving advertising and inserts • Preferred source of public notice advertising • Source that best explains important local news and information Anthony Casale, CEO, American Opinion Research, will discuss the results of the study in further detail during upcoming events. Mark your calendars to attend the following: • Webinars - Tuesday, Sept. 20 at 2:00 p.m. and Tuesday, Sept. 27 at 10:00 a.m. To register, contact Jane Hungarter at janeh@pa-news.org or at (717) 703-3041. • PNA Annual Convention – Thursday, November 3 at The Omni Bedford Springs. ANTHONY M. CASALE, CEO Tony Casale, CEO of AOR, was on the planning and startup team of USA TODAY as its first night national editor, Director of News Research for USA TODAY and Director of Research Services for Gannett Co., Inc. Casale rose from suburban reporter to deputy managing editor for news of The Times-Union in Rochester, N.Y., while attending Rochester Institute of Technology working toward an MBA in marketing. He was transferred to Washington, D.C. to help plan and start USA TODAY. Casale served as USA TODAY's night national editor while continuing to work during the day toward an MBA at The George Washington University. He started USA TODAY's polling operation before becoming director of Research Services for Gannett Co., Inc. Casale is a two-time Pulitzer Prize nominee, and a winner of the Robert F. Kennedy Foundation award for excellence in print journalism. He is author of "Tracking Tomorrow's Trends," a best-selling book that examines the trends shaping the business world. His second book is "Where Have All the Flowers Gone? The Fall and Rise of the Woodstock Generation." He is also the author and narrator of a video on media branding produced by Newstar Communications.

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