While some people tend to overlook newspaper advertising in these digital times, if you’re looking to reach Americans with the highest education levels and most disposable income, print newspapers are definitely worth a second look.
According to research conducted by Nielsen Scarborough, more than one-third of all Americans with annual incomes greater than $40,000 read daily newspapers, with the percentage of readers going up with each income category.
American newspaper readers include:
- 33 percent of people with incomes between $40,000 and $75,000
- 35 percent of people with incomes between $75,000 and $150,000
- 38 percent of people with incomes greater than $150,000
By comparison, only 29 percent of people with annual incomes between $25,000 and $40,000 and 24 percent of people with annual incomes below $25,000 read newspapers.
Average newspaper readers are also more educated than average Americans. According to the Nielsen Scarborough study, 42 percent of newspaper readers have a postgraduate degree, 39 percent have some form of postgraduate education, and 34 percent have a college degree. Just 29 percent of newspaper readers have a high school diploma only.
In summation, if you’re looking to reach an audience of America’s most affluent, educated consumers, advertising in print papers is still a valuable part of an overall branding strategy.