Readers actively use newspaper advertising as a source of information. Advertising, as much as editorial, gives readers a sense of their world. Plus, it keeps them in touch with new brands, services and organisations. For some people daily newspapers are a destination point for advertising - they buy the newspaper for the advertising.

Newspapers are credible, they are seen as honest and authoritative, and the advertising benefits from these values. Readers treat the newspaper as a valued resource; they actively seek ads that are relevant to them. The use of sections, topics and styles of content mean the advertiser can target mindsets. The reader feels in control and there is no sense of manipulation because they can choose not to engage. Readers aren't reading the newspaper once. They pick it up several times a day, throughout a weekend, sometimes referring back to previous editions. Newspapers are accessible to most advertisers; they have a low cost to entry.

For more information about the value proposition of newspapers, visit the New Zealand Newspaper Advertising Bureau website www.nabs.co.nz

Source: The Newspaper Advertising Bureau, 2006