An interesting survey spearheaded by Google, who commissioned Clark, Martire & Bartolomeo to conduct it, uncovered some fascinating information.

While online media keeps reporting the imminent death of newspapers, this survey found that 48% of consumers trust in a product more if, after seeing it on the internet, they see it in a newspaper advertisement. And, for products they may not be familiar with, 47% were more likely to research them by going to their direct URL after seeing them advertised in the newspaper.

I have to admit, I’m not much of a newspaper reader, but when applied to a medium I prefer, such as television, I see how this could work. TV ads that provide more graphics than information and conclude with a web address, peak my interest. I can’t help but get on the computer to find out more.

Based on this survey’s findings alone, one could argue that traditional newspaper ads are still beneficial and not the total loss being reported by today’s competition. Today’s estimated 82 million U.S. newspaper readers might agree. How can the web argue with that?

Filed under: Advertising, Marketing Resources