Last month, General Motors stopped advertising on Facebook, concluding that its paid ads don’t have a big impact on consumers — 900 million users and Facebook can’t deliver; what a pity. GM is no slouch when it comes to marketing research and investing ad dollars. Why pour $10 million into Zuckerberg’s pocket when you can capitalize on social media’s doctrine of sharing innovative and relevant content for free?
In a statement, GM said, “In terms of Facebook specifically, while we currently do not plan to continue with advertising, we remain committed to an aggressive content strategy through all of our products and brands, as it continues to be a very effective tool for engaging readers.”
NAA’s recent Newspaper Multiplatform Usage Study provides insight on how and why newspaper consumers access news and advertising content through various channels. The findings clearly define the benefits of newspapers’ multiplatform effectiveness. The study reports, “each platform has different usage and characteristics and values for readers; however they all share important daily newspaper brand benefits, including having advertising information that consumers act upon.”
NAA extracted the highlights of the survey and created a simple but powerful advertisement that accentuates newspaper reach and engagement across all platforms. The five points include:
• Newspapers reach 74 percent of Internet users in an average week across multiple platforms and devices.
• More than 161 million adults read newspapers in print, online and on mobile devices in the past week.
• Multiple platforms are used by 54 percent of consumers who access newspaper content in an average week.
• Newspaper media consumers act on newspaper digital ads — 66 percent took action on an ad in the past month.
• Newspaper circulars are used by 73 percent of newspaper media users in an average month.
Social media is an effective tool for connecting readers to readers, but when it comes to connecting readers to advertisers, the newspaper multiplatform reigns supreme. Are you listening, GM?
Jeff Fleming is Editor-in-Chief for Editor & Publisher