Extra! Extra! Read All About It: College Students Addicted to their College Newspaper

Business Wire, June 3, 2008

New study finds college publications still rule on campus amid growing online activity and decline of national print audiences

NEW YORK -- Alloy Media + Marketing, one of the country's largest providers of media and marketing programs reaching targeted consumer segments, today announced results from a recent College Newspaper Audience study, conducted in partnership with MORI Research. The report provides valuable data indicating college newspapers continue to reign as a top mass media choice among today's matriculating college students and serve as a reliable source for those seeking campus news, entertainment and shopping information. As mainstream and national newspaper readerships continue to suffer declines, particularly among the coveted millennial demographic where daily Facebook checks have become as commonplace as an over-caffeinated all-nighter during final exams, the print college newspaper remains a vital part of student life on the quad. The study surveyed over 1200 college students from 550 universities across 50 states capturing students' reading habits and preferences as well as revealing data on students' behaviors and attitudes towards advertising within the campus paper. The study also surveyed faculty and staff members from over 200 universities, providing useful information on reaching another unique demographic across the campus environment.

A Must Read

The college newspaper is clearly an integral part of a student's life on the quad. The study shows that over three-quarters (76%) of college students have read their college newspaper in the past month, with that figure rising to an impressive 92% for those campus papers that publish on a daily basis.

Looking at the last three months, a considerable 82% report reading their campus newspaper. Further, more than half of students (55%) reported they've read their paper in the last week. And of those readers, considerably more than half state they're reading at least 3 issues a week, with close to 30% reading every issue. Though Internet usage among college students continues to gain strength, it appears the traditional print edition still garners the most eyeballs, with just less than 20% stating they access their campus newspaper online in the past 30 days.

While it was reported that just over one-third of students read their local, daily newspaper on a weekly basis, the figure fails in comparison to the 79% of students who reported engaging with their daily campus newspaper in the past 7 days.

Common within the walls of academia is the sight of students' heads buried behind the pages, with 53% of students citing they read the paper while on campus and another 29% enjoying it at home. Pass along rates are strong as well, with an average of 3.2 students sharing an issue.

"The college newspaper continues to hold its value with students as a key source for news and information and despite growth in technology and new media options, we consistently mark very strong audiences who rely on this source to maintain a connection to their campus community and local happenings," said Samantha Skey, EVP Strategic Marketing, Alloy Media + Marketing.

"For marketers hoping to connect with this demographic - a group whose spending power and influence show significant gains year over year - the study verifies the campus paper remains a strong component in effectively surrounding college students across all the relevant platforms that make up their daily experience on campus."

Now Look At That

The study also reveals the college newspaper stands out as students' choice for a wide range of information, including where they seek out advertising information. In fact, close to three-quarters (73%) of readers say they look at the advertisements in their college paper.

While campus news is top of mind, with 90% of those surveyed stating it's important to find out what's happening within the campus environs, 44% state that campus newspaper advertising is also information they read and seek out. Entertainment related news, sports and current affairs also rank as top areas of interest for students.

Make Me an Offer

It should come as no surprise that thrifty college students love a good bargain and will seek out a deal. More than three-quarters of students (78%) report using coupons or promotional codes, showing particular popularity across the female student body. Most popular coupon categories and reported redemption? Food, including restaurants, and clothing categories came out on top with big box stores close behind.

And it seems that advertising and editorial content in the campus paper has significant impact on students' actions. While Alloy's "2007 College Explorer" survey revealed that few college students (13%) avoid advertising in their campus newspaper, this study went further to find out if they also read and act on the ads found in the pages. When asked what they have done as result of reading an ad or article in the paper, almost 80% reported reacting in some way.

Word of mouth, consistently a strong driver of message sharing within this group, comes out with 61% "telling a friend" about something they saw. Over half (55%) attended an event as a result of something they read, over 40% saved an article or ad for future reference and 36% continued to research products or services online after reading it in print. Also significant, 1 in 5 decided to call or visit a retail store in response to an offer.