1. Shopping Convenience
Newspaper inserts are a proven method of advertising for many reasons.
Adults view the flyer and insert packages in newspapers like visiting
the mall. To consumers, thumbing through the colorful advertisements
and current deals is an ideal way to "browse the aisles." The ability
for the consumer to see all of the offerings at multiple stores is a
significant advantage beyond a single advertisement. 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 65's 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 5.5 store categories per
issue.
2. Consumer Preferences
According to the Newspaper Association of America, digest size inserts
are by far the most popular size among today's 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)....

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