With Canadians’ lives featuring more and more multimedia, it can often be difficult as an advertiser to decide which mediums to advertise with: TV, radio, online, or newspapers. Two of the most important considerations when choosing where to advertise are audience engagement and audience trust. These factors alone can significantly increase the effectiveness of your advert and potentially make the difference between a successful campaign and a wasted opportunity.

Newspapers have proven themselves as strong brands that can translate across media platforms: more than 75 percent of Canadians agree that newspapers are more than just printed products, but websites and mobile sources of news, too.

Yet while newspapers’ roles have changed, the level of consumer trust in them has not. 48 percent of Canadians trust ads appearing in newspapers more than those in other mediums such as TV, magazines or online. In addition, 42 percent of Canadians have said that seeing adverts in newspapers is most likely to inspire purchase of the featured products. Considering 58 percent also believe that adverts in newspapers will help them to find a bargain, this level of trust means that your advert will not only reach thousands of engaged readers, but that it is more likely to be viewed, studied, and acted upon.

The importance of consumer engagement in effective advertising cannot be emphasized enough. We need only look at PVR devices on television sets to see that many Canadians do not have patience or time for many types of advertising. That the inherent trust and reliance in newspapers also applies to the adverts in them is a great benefit to businesses that wish to expand their customer base.

For further information about how advertising in newspapers can help you, or to find out more about classified advertising and pricing, please speak to one of our representatives.

Data from www.newspaperscanada.ca, based on a random, balanced study by Totum Research on behalf of Newspapers Canada.