Print Ads Survey: Many Still Prefer Print Ads to Online Ads

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Posted May 02, 2012
Anne Pilon

Since online publications have been gaining more and more readers and many print publications seem to be gaining fewer and fewer, what does that say about the future of print advertising? Do people think that online advertising is a more effective format than print advertising? Or do print ads still serve a purpose for many Americans and the brands they support?

print ad

Print Publications

In Ask Your Target Market’s latest survey, 68% of respondents said they read magazines. 59% said they read newspapers. 22% read other types of print publications. And 18% said they don’t read any print publications. Women were more likely to read magazines, and men were slightly more likely to read newspapers. Respondents under 35 were also more likely to read magazines, but much less likely to read newspapers.

Online Publications

66% of respondents said they read online news sites. 52% read blogs. 33% read online magazines. 30% said they read other types of online publications. And 15% said they don’t read any online publications.Respondents under 35 and students were less likely to read online news sites, but much more likely to read blogs and online magazines. Those respondents who are employed full time were more likely to read online news sites and magazines, and less likely to read blogs.


Just 13% of overall respondents said they often pay attention to ads in print and/or online publications. 44% said they sometimes pay attention to these types of ads. 25% said they rarely pay attention to these ads. And 18% said they never pay attention to ads. 22% of respondents said they believe that print ads are more effective than online ads. 16% believe online ads are more effective than print ads. 48% said they believe print ads and online ads are equally effective. You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.Photo Credit: Mamiya NC1000 from FlickrWhat do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on May 1 via AYTM’s online survey panel.

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