What is Newspaper Insert Advertising?
Newspaper insert advertising is a form of advertising within a publication using Free Standing Newspaper Inserts, commonly referred to as FSIs, Preprints and Print and Deliver. Newspaper inserts have a high level of visibility and surpass all other forms of newspaper advertisements. When a reader opens the newspaper, the newspaper insert literally falls onto their lap. This greatly increases the interest generated from prospects ineterested in your products and/or services.



Newspaper Advertising (PrePrint) Inserts Information
Source: Consumer Usage of Newspaper Advertising Report, 2006
Report by Newspaper Association of America and conducted by MORI Research

How often do people actively seek advertising and shopping information?
Newspaper insert usage remains substantial. 46% of adults used newspaper inserts in the previous week for shopping planning, as did 64% in the past 30 days. 77% of adults read inserts at least occasionally.

Where do people turn, and when?
Sunday is the preferred for insert delivery for 57% of readers. 66% of readers said they look at inserts when inserted with weekday newspapers.

What form of preprint delivery do consumers prefer?
Consumers were asked whether or not they had used any type advertising insert that came on a weekday or Sunday in the past week or past month.
64% of consumers had used a newspaper insert within the past 30 days.
46% of consumers had used a newspaper insert within the past 7 days.
46% of consumers had used a direct mail piece within the past 30 days.
29% of consumers had used a direct mail piece within the past 7 days.

How important are preprints in relation to other newspaper content?
American adults cite news over advertising as the dominant reason for buying or reading Sunday newspapers (51% over 31%). This means, however, that advertising is very important for a large segment of readers.

Which newspaper inserts do consumers read?
The following chart displays preferences for adults who ever read or look at newspaper advertising inserts:

Grocery or Food Related	79%
Department Stores	72%
Discount Stores	66%
Home Building Centers	57%
Electronics Stores	54%
Drug Stores	52%
Home Furnishing Stores	48%
Appliance Stores	44%
Sporting Good Stores	43%
Computer Stores	40%
Office Supply Stores	39%
Cell Phone Stores	19%

What do readers prefer regarding size and format?
The following results display preferences for adults who ever read or look at newspaper advertising inserts:
37% prefer regular-sized pages (8.5x11)
30% prefer half-size of regular page (5.5x8.5)
20% prefer same size as regular newspaper page
5% prefer size of small magazine (like Reader's Digest)
8% stated that they had no preference of size
1% were undecided