Newspaper and advertising still belong together

However, this acceptance does not come about by itself, but presupposes more creative forms of advertising and better targeting, according to a statement. On behalf of Publicitas, the MCM Institute of the University of St. Gallen (HSG) conducted a representative survey of 1,066 people in all three parts of Switzerland in March 2014 on the question - Will the newspaper of the future have to do without advertising? - was conducted. The answer is no. 75 percent of respondents have a positive attitude toward newspapers (print + web), and one-third (31 percent) have a clearly pronounced, positive attitude toward advertising. Justifications are found in the sense of reality - it takes advertising to finance newspapers - followed by the desire for advertising to inform and surprise. In general, the value of advertising is more pronounced in print than online.

Need for funding of news offerings recognized

Although there is a higher willingness to pay for media without advertising, the advertising losses would by no means be offset by the extent of any resulting additional revenues. On average, respondents were willing to pay CHF 24.17 for a monthly subscription to a printed newspaper with advertising and CHF 30.76 for one without advertising. The willingness to pay for a monthly subscription to a website is lower overall: 11.07 Swiss francs with advertising and 17.37 Swiss francs without. Users are realistic about advertising and recognize the value of advertising and the fact that media are largely financed by advertising.

Perceived media quality and advertising acceptance correlate

The community of interest between media offerings and advertising is not only financial. The study shows that the more media users value their medium (print or online), the more positive their attitude toward advertising. In addition, the study shows that people who look for social experience, distraction and surprise in their media use are particularly willing to accept advertising. Conversely, if advertising entertains, this increases its acceptance among users.

Considerable difference between print and online advertising

Online advertising is perceived as significantly more annoying, which in turn influences willingness to pay. Users would pay an average of 27 percent more for a printed newspaper without advertising, but an average of 57 percent more for a news website without advertising. One explanation for this result can be found in the motives for using websites. On the web, it is particularly about quick, easy access to information; with the printed newspaper, it is also about information, but more so about orientation and, most strongly, about surprise.

Frequent surfers, frequent viewers and frequent readers

In general, the data analysis shows that three user groups of media and advertising can be delineated: They differ not only in demographic structures, but are also characterized by important differences in media use and advertising acceptance. 34 percent of respondents, the frequent readers, read newspapers (print and online) frequently, earn good money, show the strongest awareness of the relevance of media brands and also exhibit the greatest openness to advertising. The frequent surfers (27 percent of respondents) use printed newspapers, television and radio less, but online news offerings on the Internet and social networks intensively. This group includes an above-average number of younger, well-educated and high-earning men. They have the most critical attitude toward advertising. 39 percent of those surveyed, the frequent viewers, stay away from media offerings more overall and make below-average use of the printed newspaper, websites and social networks. For them, television is the most important medium. Women are overrepresented in this group, the average age is 46, and education and income levels are below average.

Alain D. Bandle, CEO Publicitas: "Advertising is necessary and can enrich, but it must be tailored in format and content to the appropriate type of user. The study shows that even more creativity needs to be invested in the development of new advertising offers and formats. With the right address strategy - content, format and choice of medium - market potential in the individual media can be exploited even more optimally. At Publicitas, we see it as our mission to find the right 'time-of-day-compliant' medium for advertising customers to address their target groups as efficiently as possible."

Miriam Meckel, full professor at the MCM Institute at the University of St. Gallen: "Users know better than expected how media content and advertising are connected and accept this connection. They do not have a fundamentally negative attitude toward advertising, but rather a benevolent-neutral one. Advertising acceptance goes hand in hand with perceived media quality. Accordingly, advertisers are best off addressing very positively assessed media, and such media then conversely benefit from a high level of advertising acceptance."

Teaser image: Keystone