1. Frequency. The online newspaper Web site user spends almost twice as many hours online than the general
user.
2. Credibility. The credibility of the newspaper brand extends to the advertiser. Fifty-nine percent of Web users
agree that online advertising is more believable from a trusted Web site.
3. Targeted. If you want to focus on a particular backyard, advertising in an online newspaper is more personal, and
more relevant because it is local.
4. Purchasing power. Seventy-nine percent of newspaper Web site users purchase online compared with 49% of
general users.
5. Retailers prefer newspaper sites. Fifty-five percent of retailers report that newspaper sites are efficient in
assisting them in meeting marketing needs compared with other sites.
6. Content. Excluding e-mail, the most popular online activities and content categories are national and local news,
sports, financial information and entertainment news/things to do.
7. High profile. Research.net reports that among top executives (CEO, CIO, CFO or owner/partner), Internet
advertising ranked above all other media when measured for: “Where I prefer to find out about new products,”
8. Reinforcement. Sixty-five percent of online newspaper users also read the newspaper in the past seven days,
and repetition increases awareness.
9. Quality. Seventy-five percent of advertisers generally said newspaper Web sites advertising was as good or
better than other Internet sites.
10. Mix. Recent studies have shown the power of online. Products online have the highest penetration and most
desirable audience of any other local medium.
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