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to be the demographic increasing their use of inserts 70 percent of preprint users say that they make a point How to Make Your Preprints More Effective …

How to Make Your Preprints More Effective
1 There is no such thing as clutter Yogi Berra once said, No one goes there any more Its too crowded When it comes to preprints, there is an extra advantage the package brings Adults see the newspaper insert package like going to a mall The more stores the better Being able to see all the offerings at all the stores is a significant advantage beyond a single advertisers insert 83 percent of adults regularly or occasionally use newspaper preprints Nearly 50 percent used them in the past week 88 percent of adults report that they use them as much or more than a few years ago 18-24 year olds tend to be the demographic increasing their use of inserts the most while the over 65s are reporting using inserts less than a few years ago African Americans and Hispanics are also increasing in their use of preprints On average, readers look at 55 store categories per issue 2 Size matters Digest size inserts are by far the most popular size among todays insert reader 47 percent report that smaller magazine size is the best 17 percent prefer broadsheet, 28 percent tabs, 8 percent have no preference This preference for smaller sizes was especially true for
18-24 year olds Glossy paper stocks are also preferred 65 percent prefer glossy While most advertisers already use photographs as opposed to line art or just price and items, photographs are overwhelming favorites 92 percent Page counts do not appear to matter 13 percent prefer a lot of pages or 32-plus pages, 32 percent prefer 4-8 pages and 55 percent have no preference 3 Staying power The average insert is kept in the home 3-plus days 62 percent keep them 3 or more days Heavy insert users, particularly women, keep inserts much longer and inserts from product categories that are more expensive purchases are also kept longer One-fourth of readers keep inserts that interest them a week 35 percent of all women age 35-54 keep preprints at least a week, as do 34 percent of African Americans 4 Loyalty Preprints do reach almost everyone but they tend to be more successful with regular shoppers at the store 40 percent report that they either check the inserts of their regular stores plus a few others, or just their regular stores 53 percent of adults report that they check most inserts 5 Sunday is not a day of rest Sunday is the day to shop Or at least plan to shop By far, this is the
preferred day to get preprints 48 percent of US adults report that Sunday is the day that they most often check preprints Having said that, 45 percent of surveyed adults mentioned another day as a day theyd like to get inserts Wednesday, Friday and Saturday followed Sunday in importance 6 Huge reach Almost everyone reads inserts 83 percent of adults say that they regularly or occasionally read or look at newspaper preprints 70 percent of adults used an insert in the past 30 days, 49 percent in the past week African Americans, Hispanics and adults 18-24 tend to use inserts a bit less than the norm, while women, 25-34 year olds and Mid Westerners tend to use more than the norm 7 Dont con us Todays shoppers are offended by tactics used by some advertisers They notice but dislike spadeas 74 percent of insert readers said they noticed spadeas, while 52 percent disliked them They do not

like small type disclaimers and hidden prices, or payments rather than prices: 68 percent of adults report the price in small print after rebate lines are annoying; 61 percent of insert readers are annoyed by legal disclaimers, 60 percent are annoyed by small print with actual price Cluttered ads annoy
58 percent of adults 8 Todays time poor preshop Maybe it is because todays shoppers are time poor or maybe it is because they believe that help in store isnt what it used to be but 46 percent of adults use newspaper preprints to plan regular shopping while 76 percent check for sales and 63 percent browse for fun 65 percent of US adults say that preprints in newspapers are part of their Sunday routine Saving time by comparison shopping at home 67 percent and saving money by identifying lower prices 62 percent are among the key benefits of newspaper insert users 9 Why they work Preprints provide easy comparison shopping 71 percent; they are predictable 65 percent, realistic 50 percent and portable 29 percent Preprints save time and money according to 65 percent of adults 70 percent of preprint users say that they make a point of looking at inserts when in the market for something, while 63 percent say they enjoy browsing even when they arent looking for something in particular 29 percent of all preprint users report taking inserts with them when they shop; 46 percent use inserts to plan regular shopping 76 percent of adults say that they usually check inserts to see what is on sale
or for other special savings 10 The power of two The experience of reading ROP ads is different than preprints Readers encounter ads coincidentally while reading stories, by browsing the paper and by seeking particular ads Almost two-thirds of adults actively check ROP ads for shopping ideas, sales and comparison shopping If we combine frequency measures for ROP and newspaper preprints, 90 percent of adults use one or the other or both either regularly or occasionally 70 percent of all adults are considered regular or occasional ROP advertising readers Women are slightly higher in this measure than men, African Americans and Hispanics are typically higher than the norm 38 percent of adults report that they often notice ads from stores where they dont regularly shop This means that ROP works hard at finding you new customers while preprints work harder with your more regular customers Together, you have a dynamic combination

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