The audience for newspaper advertising is stable since those who read the newspapers tend to do so consistently. Reach is high for the first advertisement and then grows slowly because of the stability of the Salt Lake newspaper audience. Most of the readers are with you from the first advertisement. Percentages based on a population of 602,500 adults age 18 or older.
Newspapers rely on the intelligence of the reader.
In a multi-market study by seven papers testing 17 ads, the color ads outsold the same ads in black and white by 43 percent . This readership study indicates that adults who said they generally read every page of the newspaper was 54 percent. This makes it possible for them to be exposed to any item of editorial or advertising content appearing in their daily newspaper's pages. The people who pay the most attention to an advertisement are those thinking about buying that product. The same eye camera study found that readers have an incredible ability to sort through hundreds of advertisements in a newspaper and focus most carefully on the product they were getting ready to purchase.