Survey: Papers Could Do Better With Ad Sales

NEW YORK As advertising springs back, here's something newspapers should keep in the back of their minds: Sixty-seven percent of marketers surveyed indicated that newspapers and magazines could do a better job selling themselves against other media, especially television, according to the Association of National Advertisers, which released its findings today.

Worse, there is no excuse; the survey found that TV advertising doesn't work well for certain types of brands. "There's a clear opportunity for newspapers and magazines to deliver more effective metrics to better understand print audiences, readership and its impact on ROI (return on investment)," said Bob Liodice, president and CEO of the ANA, in a statement.

The survey found that some of the biggest threats that newspapers face in terms of advertising are the Internet as an alternative source, declining circulation numbers and higher ad rates for national advertisers versus local advertisers. The survey polled those responsible for marketing and branding at companies such as AT&T, Verizon, General Mills and Ford.

Marketers also have a beef with print advertising and cost arraignments. Fifty-nine percent of those surveyed agreed that early commitment of budgets should be rewarded with more favorable pricing. Fifty-seven percent agree that product placement and branded entertainment is an opportunity for advertisers in print.

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