Press Releases
Advertising Insert Readership is Alive and Well
New Study from Vertis Finds High Level Insert Readership
BALTIMORE (January 26, 2006) – Vertis today announced the results of its proprietary Customer Focus® 2006: Retail study, which for the third consecutive survey, reveals that advertising insert readership levels are consistently at 85 percent or above. Additionally, the study finds Web savvy individuals still rely on advertising inserts, as 88 percent of Sunday newspaper readers surveyed via the Web said they read Sunday newspaper inserts, while 79 percent of those surveyed by phone read them.
"In today’s Internet age and ever-changing retail landscape, the study’s findings show that advertising inserts are still being read at the same level and remain an integral channel for retailers to reach consumers," said Jim Litwin, vice president, market insights, at Vertis. "Heavy Internet users are even more dependent on newspaper inserts than the average consumer. Also, women of all ages are an increasingly important demographic to target through inserts due to their purchasing power and retail decision making."
The study finds consumers use advertising inserts of all forms to help decide where they shop or to learn about available segments. More specifically, 52 percent of those surveyed by phone and 71 percent of those surveyed via the Web use inserts to decide where they buy groceries. Additionally, 29 percent of those surveyed by phone and 41 percent surveyed by Web use inserts to decide where to shop for health and beauty care products, while 28 percent and 39 percent, respectively, use them for office supply decisions.
The Vertis Customer Focus® 2006: Retail study, which surveyed respondents for the first time via both the telephone and Web, shows the following additional findings, which provide insight into the purchasing trends and importance of advertising inserts across a variety of retail sectors.
Please click here to view the full report with supporting charts.
About Customer Focus®
Customer Focus® is Vertis’ proprietary annual study tracking consumer behavior across a wide variety of industry segments — home improvement, furniture, grocery, sporting goods, home electronics, optical, insurance, credit cards, nonprofit, financial, retail, office supplies, and discount stores — and media including advertising inserts, direct marketing, and the Internet. The survey was first conducted in 1998 and, in subsequent years, has been expanded and modified to identify emerging consumer behavior patterns and track shifts in consumer practices and motivations.
Since its inception, Customer Focus® has proven to be one of the nation’s most comprehensive examinations of consumer behavior. The survey of 3000 adults — conducted via phone and Web by one of the nation’s leading field research companies in August/September 2005 — measures both general and industry-specific shopping trends, and Vertis provides the significant data as a value-added service to its clients.
To acquire a customized Customer Focus® 2006: Retail study or speak to a Vertis executive, please contact Emily Agan or Maria Amor at (619) 234-0345.
About Vertis
Vertis is the premier provider of targeted advertising, media, and marketing services. Its products and services include consumer research, audience targeting, media planning and placement, creative services and workflow management, targeted advertising inserts, direct mail, interactive marketing, packaging solutions, and digital one-to-one marketing and fulfillment. Headquartered in Baltimore, with facilities throughout the U.S., Vertis combines technology, creative resources, and innovative production to serve the targeted marketing needs of companies worldwide. To learn more about Vertis, visit www.vertisinc.com .
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