Study: On Campus, College Newspapers Are the Ad Rage

Article excerpt

Local papers may be yesterday's news for some advertisers, however college newspapers are thriving, per a new study.

Alloy Media+Marketing, New York, found that 82% of students read their campus newspaper, a rate that more than doubles most major metro dailies.

Of this group, most are also open to advertising. Only 13% said they avoid advertising in their campus newspaper. Close to 80% reported reacting to an ad or article.

College papers are an arena that is ripe for wider use by marketers, said Samantha Skey, evp-strategic marketing at Alloy. "Those marketers who are siphoning off good bits of their ad budget to get that 18-34 demographic and are not using college newspapers are missing out," she said. Alloy surveyed 1,200 students online in April.

Coupons were found to be particularly effective in gaining brand affinity, with 78% of respondents claiming to have responded to coupons or promotional codes.

The most popular categories for coupon usage were food and clothing, with big box retailers a close third. Female students were more likely than males to use coupons.

Movie houses and automakers understand that there is a willing audience that reads their college newspapers. Fast food and consumer electronics marketers tend to advertise less in this medium, per the findings.

Ford is one brand that has maintained a presence in college newspapers for the last 20 years. …