Newspapers Are #1 at Reaching Car Buyers

Newspapermedia's Resurging Role with New Vehicle Buyers
The Latest CNW Research

CNW Research, Inc., which has for years been analyzing how new and used vehicle intenders use various media to help them decide on their purchase, has just released its 2007 findings and just as in years past, newspaper advertising is cited as the most important source of information on deciding when and where to buy that new car or truck.

CNW reports that beginning as much as 2 months before the purchase of a vehicle, consumers rely more heavily on newspaper media advertising than any other, including the various third party internet portals, and that this reliance increase dramatically as the purchase decision nears.

The new study also finds that the use of newspaper media in general, far exceeds that of any other as consumers pursue the purchase of a new vehicle. Indeed, nearly 90% of all new vehicle buyers use newspapermedia before purchasing their vehicle!

CNW findings also reflect the ongoing rationalization of internet usage in the shopping process for a new vehicle indicating that with each passing year of it survey, the use of the internet has moved more toward the middle stages of investigation while newspaper media advertising has reasserted its prominence in the last two months of the process.

by Jake Kelderman, Automotive Advertising Director, (571) 366-1047, keldj@naa.org. Disciplines: Ad Agency Relations, Automotive, ATHENA