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How Does Newspaper Advertising Stack-up Against Fayetteville Radio

Aug 13, 2019, 3:09:08 PM / by Larry Julius

Newspaper Advertising Fayetteville ObserverTwo things are remarkable about voting day in 1920.  It was the first time, ever, women could participate in the selection of the U.S. President. It was also the first time live election results were broadcast on the radio. Not to mention, it was also the first radio broadcast, ever.

The voters' choice that night was between Warren G. Harding  and James M. Cox.  Both men had derived their political power as successful newspaper publishers.  It is quite ironic, then, that one of these men would reach the highest office in the land on the same night that the nascent radio broadcasting business began its takedown of the newspaper industry.

Nowhere is this takedown more apparent than locally, where Fayetteville radio has become, by far, the advertising medium with the largest reach.

Last week, for instance, 288,946 adult consumers tuned to their favorite Fayetteville radio stations. This significantly eclipses local newspaper readership as well as local TV viewership.

Fayetteville North Carolina Radio Advertising Reach

Every year since 1970, AM/FM radio has reached more than 90% of all adults. During that same period, newspaper readership has plummeted.

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Look at the Fayetteville Observer, for example.  Since the third quarter of 2017, the circulation of the newspaper's Sunday edition has declined by 48%. Its weekday edition has fared no better.

Advertise in Fayetteville Newspaper ReachAlthough local newspaper's remaining appeal is among older readers, Fayetteville radio is now the primary advertising medium of choice of every demographic. This includes Generation X, Y, & Z. Millennials. Boomers. Everybody.

Advertise in Fayetteville Observer Newspaper ReachThe most important metric, though, for local, small business owners to consider is not the sheer size of an audience, but the quality of the audience. In those socio-economic categories which most advertisers covet, Fayetteville radio dominates over local newspaper.

Advertise in Fayetteville Observer audience profile

The final fact business owners need to consider when comparing newspaper advertising to radio commercials is duplication. Each week, according to Nielsen, 94.8% of consumers who read a local Fayetteville newspaper are also reached by Fayetteville radio stations. 

By any criteria, radio advertising is superior to newspaper for helping Fayetteville small business owners claim a share of the $7.1 billion local consumers will spend this year.

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Topics: audience profile, small business, small business owner, advertise in fayetteville, fayetteville radio stations, fayetteville consumers, fayetteville small business owners, best way to advertise, business owners, advertising in fayetteville, newspaper advertising, fayetteville observer

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