New study finds college publications still rule on campus amid
growing online activity and decline of national print audiences
NEW YORK--(Business Wire)--
Alloy Media + Marketing, one of the country's largest providers of
media and marketing programs reaching targeted consumer segments,
today announced results from a recent College Newspaper Audience
study, conducted in partnership with MORI Research. The report
provides valuable data indicating college newspapers continue to reign
as a top mass media choice among today's matriculating college
students and serve as a reliable source for those seeking campus news,
entertainment and shopping information. As mainstream and national
newspaper readerships continue to suffer declines, particularly among
the coveted millennial demographic where daily Facebook checks have
become as commonplace as an over-caffeinated all-nighter during final
exams, the print college newspaper remains a vital part of student
life on the quad. The study surveyed over 1200 college students from
550 universities across 50 states capturing students' reading habits
and preferences as well as revealing data on students' behaviors and
attitudes towards advertising within the campus paper. The study also
surveyed faculty and staff members from over 200 universities,
providing useful information on reaching another unique demographic
across the campus environment.
A Must Read
The college newspaper is clearly an integral part of a student's
life on the quad. The study shows that over three-quarters (76%) of
college students have read their college newspaper in the past month,
with that figure rising to an impressive 92% for those campus papers
that publish on a daily basis.
Looking at the last three months, a considerable 82% report
reading their campus newspaper. Further, more than half of students
(55%) reported they've read their paper in the last week. And of those
readers, considerably more than half state they're reading at least 3
issues a week, with close to 30% reading every issue. Though Internet
usage among college students continues to gain strength, it appears
the traditional print edition still garners the most eyeballs, with
just less than 20% stating they access their campus newspaper online
in the past 30 days.
While it was reported that just over one-third of students read
their local, daily newspaper on a weekly basis, the figure fails in
comparison to the 79% of students who reported engaging with their
daily campus newspaper in the past 7 days.
Common within the walls of academia is the sight of students'
heads buried behind the pages, with 53% of students citing they read
the paper while on campus and another 29% enjoying it at home. Pass
along rates are strong as well, with an average of 3.2 students
sharing an issue.
"The college newspaper continues to hold its value with students
as a key source for news and information and despite growth in
technology and new media options, we consistently mark very strong
audiences who rely on this source to maintain a connection to their
campus community and local happenings," said Samantha Skey, EVP
Strategic Marketing, Alloy Media + Marketing.
"For marketers hoping to connect with this demographic - a group
whose spending power and influence show significant gains year over
year - the study verifies the campus paper remains a strong component
in effectively surrounding college students across all the relevant
platforms that make up their daily experience on campus."
Now Look At That
The study also reveals the college newspaper stands out as
students' choice for a wide range of information, including where they
seek out advertising information. In fact, close to three-quarters
(73%) of readers say they look at the advertisements in their college
paper.
While campus news is top of mind, with 90% of those surveyed
stating it's important to find out what's happening within the campus
environs, 44% state that campus newspaper advertising is also
information they read and seek out. Entertainment related news, sports
and current affairs also rank as top areas of interest for students.
Make Me an Offer
It should come as no surprise that thrifty college students love a
good bargain and will seek out a deal. More than three-quarters of
students (78%) report using coupons or promotional codes, showing
particular popularity across the female student body. Most popular
coupon categories and reported redemption? Food, including
restaurants, and clothing categories came out on top with big box
stores close behind.
And it seems that advertising and editorial content in the campus
paper has significant impact on students' actions. While Alloy's "2007
College Explorer" survey revealed that few college students (13%)
avoid advertising in their campus newspaper, this study went further
to find out if they also read and act on the ads found in the pages.
When asked what they have done as result of reading an ad or article
in the paper, almost 80% reported reacting in some way.
Word of mouth, consistently a strong driver of message sharing
within this group, comes out with 61% "telling a friend" about
something they saw. Over half (55%) attended an event as a result of
something they read, over 40% saved an article or ad for future
reference and 36% continued to research products or services online
after reading it in print. Also significant, 1 in 5 decided to call or
visit a retail store in response to an offer.
Skey continued, "What these findings offer is valuable insight on
how to affect this consumer group. Offer them something that provides
value, engage them in a way that enhances their campus experience and
you have the opportunity to create a positive connection with
collegiate consumers and the potential to generate a relationship way
past graduation day."
Don't Forget Them
The survey went a step further, offering a compelling view of the
college newspaper audience beyond the student market and found that
faculty and staff members are avid readers of the campus paper on par
with the undergrads and strong reactors to digested information.
Over three-quarters (76%) of faculty members have read their
publication in the last month, with over half (51%) reading it in the
last week.
Like their students, campus news ranks high in importance for what
they look for from their paper (92%). 63% state they look at the
paper's advertising content, almost half (47%) rated advertising
important to the paper's content and 79% report they have taken some
type of action following reading an ad or article in the paper.
In line with the younger readers, 61% attended an event they read
about and 56% passed information along to a friend Forty-four percent
saved information for future use, while 28% followed up with a call or
visit to a retail store and 25% continued to research a product or
service online. Nearly 1 in 5 purchased a product or service they read
about.
With 9 out of 10 faculty members surveyed reporting they use
coupons and 88% stating they have redeemed one across a variety of
retail locations, this group is out for a good deal as well and
include the student newspaper as a source for seeking these types of
promotional offers.
"Marketers can look to the campus newspaper with a much broader
view and appeal to an important audience beyond the student body.
Faculty members also want to feel a sense of community and connection
and the findings reveal their affinity to their campus publication and
experience that mirrors that of the student body," said Skey.
"Interestingly, the study supports other recent findings gathered
on the strength of the campus print publication and while technology
advances across the quad, what hasn't declined is the role the campus
paper holds and the value it can offer both students, faculty members
and the groups trying to forge a connection with them."
About Alloy Media + Marketing
Alloy Media + Marketing (AM+M) (Nasdaq: ALOY) is one of the
country's largest providers of media and marketing programs reaching
targeted consumer segments. Alloy manages a diverse array of assets
and services in interactive, display, direct mail, content production
and educational programming. Alloy works with over 1,500 companies
including half of the Fortune 200. For further information regarding
Alloy, please visit our corporate website at www.alloymarketing.com.
Alloy Media + Marketing
Jodi Smith, 212-329-8359
jsmith@alloymarketing.com
Copyright Business Wire 2008
