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
What SMBs Want From Local
Adults of All Generations
Depend on Newspapers
How Effective Are Newspaper
Category Shoppers Mean
Business for Local Advertisers
Print Newspaper Readership Still
1st Quarters Sales
at the end of INSIGHT
THE RESULTS ARE IN....
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
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
• 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
• Webinars - Tuesday, Sept. 20 at 2:00 p.m. and Tuesday, Sept. 27 at 10:00 a.m. To
register, contact Jane Hungarter at firstname.lastname@example.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
He is also the author and narrator of a video on media branding produced by Newstar Communications.