Study Confirms Value Of Print Advertising

A recent study by Southwick & Associates, a leading market research firm from Florida, indicates that among hunters and anglers, magazine/print publications are still their primary media choice for information.  44%  of the hunters and 33% of anglers surveyed placed print media as their primary media source.

25% of anglers selected the Internet as their primary source of information, while 15% of hunters watch hunting-related TV shows as their primary source of media.

Beyond the fishing and hunting categories there are pockets of growth within the print media.  Large city newspapers continue to struggle as the media market becomes increasingly fragmented between cable TV and the Internet.  Subscription numbers continue to plummet nationwide.  However, smaller community and small city newspapers seem to be holding their own.

In fact, even in depressed areas like Bend, Oregon which has suffered through an unprecedented decline in home sales and real estate values, the Bend Bulletin, the city newspaper, is thriving.  This uptick is being played out across the nation as neither cable or Internet sources have yet to unlock the small city, small town news gathering effort.

BDC Advertising Vice President, Trey Carskadon commented, “Over the past 3 years we’ve been watching this trend closely.  We don’t have a dog in this fight other than to stay abreast of the advertising and information trends that are going to best serve our customers.  The consensus in our office is that the market wants timely, reliable, trusted information.  If they can get it more conveniently or faster through Internet or TV they’ll gravitate in that direction otherwise they’ll wait until the newspaper comes out.  This trend gives small community newspapers a decided advantage over other media.  As news budgets dry up it’s becoming increasingly more difficult for these organizations to have a presence in smaller markets.  More broadly, we believe this signals opportunities within the media and print, especially in specific markets that depend on accurate information, to provide deep, insightful and useful information not found in either TV or Internet resources.  Print still offers the most meaningful opportunity for deciminating the greatest depth of information on a single topic, to specific, targeted audiences.  The Internet has become it’s own worst enemy as viewers have to wade through reams of hyperbole, inaccuracies and conjecture.  It’s wild-west approach to information has marginalized its efficacy as a primary informaton resource on topics that demand clarity, fact and accuracy. The Southwick study confirms what we already believed through our own experience.  Print is still valuable media and a strong Internet presence is equally as essential…it’s all about balance and not putting too many eggs into any one marketing basket.”

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