ebuzz - Alternate Advertising

Alternate Advertising

A new report by the Media Audit finds that alternative newspapers are being increasingly read online — to the tune of 43.8 million American adults in the past 30 days.

As reported by the Center for Media Research,

Bob Jordan, President of International Demographics, observes ".... one of the benefits for alternative newsweeklies is the opportunity to reach outside the city where papers are not as readily available... there are a lot of people who come into the city from the suburbs for entertainment and these alternative newspaper websites are positioned as one of the best choices for restaurant, live music, and concert recommendations."

Most of the alternative papers (and affiliated websites) mentioned in the report are, indeed, local: the Austin Chronicle, the Village Voice, the Spokane, Washington Inlander, although The Onion, surprisingly, showed up in the study as well. The implications for customer acquisition through a paid search program are obvious: alternative newspaper websites are perfect for local ad placement, particularly given Jordan's observation that those reading the papers are likely to be looking for something to do, somewhere to eat, and very possibly something to buy. Pointing those readers toward brick-and-mortar establishments via a newspaper they already read and trust is a great way to take advantage of appealing to a specific targeted demographic in a specific targeted locale.

And that's our take on the news today!

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