The Newspaper Association of America (NAA) “shows that newspapers on the Web are viewed in a more positive light by consumers than non-newspaper Web sites for online classified advertising.”
The report, entitled “Untangling the Web: Business Challenges and Opportunities for Newspapers,” also says that newspaper Web sites are viewed as more informative and entertaining than other sites, and newspaper sites are rated higher on measures of interactivity than other competing Web sites.
The report contains an analysis of consumer preferences and desires in classified Web site elements, such as content, design, and branding. The analysis also includes a segmentation of the audience for classified advertising online.
Data was gathered during the first half of 1997 in three test markets: Princeton, NJ; Chicago; and the San Francisco Bay area. The study was conducted by Response Analysis Corp. of Princeton, NJ.
Copies of the report are available for $20 for NAA members and $40 for nonmembers. Call NAA’s order fulfillment office at 800-651-4622 to order and refer to item 50109. The Vienna, VA-based NAA is a nonprofit organization representing the $46 billion newspaper industry.