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Written by Register Staff
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Friday, 16 October 2009 |
You may think an Internet column is an odd space to tout Indiana’s statewide campaign to remind Hoosiers of the value newspaper journalism brings to Indiana communities.
Today’s reality, however, requires that a newspaper organization’s print and electronic media work together to keep the community informed.
I’m sure you noticed a full-page ad in the Thursday, Oct. 8, Dearborn County Register replete with information about the strength of newspapers.
For instance, every day 2.8 million Hoosiers read the newspaper, and four out of five Americans take action as a result of newspaper advertising.
The ad is just the beginning of a yearlong campaign to demonstrate the strength of Indiana’s nearly 200 daily and weekly newspapers.
Armed with a battery of data and celebrity testimonials, the Hoosier State Press Association has developed a campaign called Newspapers Still Deliver.
HSPA Executive Director David Stamps reminds us that no other medium reaches deeper or more widely into every corner of the state than newspapers.
“While there has been a plethora of new information media spawned by the Internet, newspapers remain at the core of the news cycle. We think it’s fair to say that much of the news presented on the Web was generated in the newsrooms of newspapers,” said Stamps.
There is no doubt that several papers nationwide are suffering in this recession, some to the point of closing their doors. Indiana has yet to see any of its papers fold.
Businesses across the nation are suffering from the recession, and Indiana newspapers are not immune but HSPA’s membership wants to tell a legitimate and positive story about the benefit still provided by the newspapers in our state, said Randy List, president of the HSPA board of directors.
The campaign features testimonials by noted Hoosiers such as Gov. Mitch Daniels, Indiana University President Michael McRobbie, Hoosiers and Rudy author Angelo Pizzo, 2012 Super Bowl Host Committee Chair Mark Miles and others discussing the importance of newspapers to society, said Stamps.
“Newspapers help build a sense of community, act as the watchdog of government, and do the basic reporting on education, crime and community events that provide the bedrock information crucial to citizen involvement,” he said.
“For businesses seeking to get out a message, our daily or weekly delivery of advertising to the doorsteps of consumers cannot be matched. That’s why we tagged our campaign, Newspapers Still Deliver.”
Historically, Hoosiers have supported their local newspapers as evidenced by the large number of newspapers per capita.
Indiana has 70 daily newspapers and more than 100 weekly newspapers, plus a number of specialty business or commerce publications like business journals, according to HSPA.
Statistics show the importance of newspapers to today’s consumers:
* According to Newspaper Association of America research, more than 70 million people visited newspaper Web sites in June 2009; a high mark for the industry.
*n Nielsen and SRDS Media Solutions research found that every day, more Hoosier households read their daily newspaper than watch all local TV evening newscasts combined.
* In another Nielsen and SRDS finding, it was reported that every day, 2.8 million Hoosiers read the newspaper.
* NAA research reported that Americans prefer newspaper advertising more than four times more than TV ads.
* NAA research also revealed that four out of five Americans take action as a result of newspaper advertising.
The Hoosier State Press Association, founded in 1933, represents 175 daily and weekly paid circulation newspapers throughout Indiana. |
