According to the Newspaper Association of America, it surveyed to show how effective advertising is for print newspapers. The article basically reinforced what my professor says all the time, which is people are more engaged in print ads than they are with online ads.
But one point the article made was the stress in getting local papers to connect with its customers on their mobile devices. The survey showed that out of 5,000 adults, only 8% has visited a local newspaper website while 51% never visited. On the other hand, national newspaper websites had 43% visiting while only 9% never visiting.
I think this shows that local newspapers are really lacking in this field and needs to get their readers online checking updates about anything going on in their community. Now this can be a bad or good thing.
National papers have more money to devote sometime to its websites and update it and so on, but local papers may not have the full funding to do so. Not only that, I don’t think it’s such a bad idea for now, that more people are looking at the physical paper rather than online. It shows a little more traditional in terms of local news or it could be that maybe most of the individuals who read the local papers may not have a smartphone to do so. Who really knows? All I know is that at some point, if not now, these local papers need to adapt to online or at least get its readers to check out its websites more frequently. One main reason, so that the readers are at least aware it’s there!