NSK's Advertising Committee released on May 10 the results of its survey on media usage and evaluation for 2003, which was conducted in October of last year.
The findings of the survey reconfirm the fact that:
1) newspapers are "an essential form of media" that penetrates into society;
2) newspapers are a "hub" of the media" that acts as a link among various forms of media; and
3) newspapers are an "effective vehicle" to help businesses develop their brands and thereby enhance their value.
It is also reconfirmed that newspapers are viewed by the people as a key form of media indispensable for the people's daily living.
The Advertising Committee is set to proactively appeal to advertisers and advertising agencies the usefulness of newspaper advertising by distributing the publicity leaflet featuring the findings of the survey or via the Ad Data Archive on the NSK's Web site (http://www.pressnet.or.jp/adarc/).
The survey was the second of its kind following the one conducted in 2001. The survey covered some 6,000 men and women in ages 69 and below nationwide. The survey was designed to obtain data about people's contact with five categories of conventional media -- newspapers, television, radio, magazines and the Internet, as well as the utilization and evaluation of each form of the media. The response rate was 64.6 percent.
To the inquiries pertaining to readers' attitude toward newspapers, 80.4 percent of the respondents said newspapers "have great influence on the public opinion-making," and 78.1 percent said they make it a habit to read newspapers. Also, 81.1 percent said they believe children should be made to read newspapers. In sum, newspaper is highly rated as a form of media indispensable for people's daily living for its prominent influence on society, living and culture.
The survey also shows that newspapers are acting as a go-between or as a "hub" among various sources of information and that newspapers' relationship with television is particularly close. For instance, 93.0 percent of the newspaper readers among the respondents said that they confirm news after knowing its breakout on television. On the contrary, 77.5 percent of the newspaper readers said they sometimes confirm news on television after initially knowing about its breakout on newspapers. Of the entire users of various types of media, 56.4 percent said they sometimes confirm news by reading newspapers after learning about its breakout via other types of media.
Asked which form of media is most effective in delivering information about performance, philosophy and attitude of business corporations, newspaper advertising was ranked top in five of the six related inquiries. The findings show that newspaper is highly rated as a vehicle of information delivery to help business corporations establish and develop their brands.
When it comes to the frequency of contacts to the five types of media, 94.5 percent of the respondents said they are reading newspapers with their average contact with newspapers being 5.7 days a week.
With respect to impressions or evaluations, newspapers are highly rated for "being an indispensable source of information (58.2 percent)," "having great influence on society (55.8 percent)," and "providing detailed coverage of community and local news (54.3 percent)," showing that newspapers are winning public recognition as a form of media that excels in socially-rooted influence, practical usefulness and reliability.
As for other forms of media, commercial broadcasters were rated most for its "coziness" (67.8 percent), the public broadcaster NHK for being "having big influence on society" (52.6 percent), and the Internet for the "abundance of available information" (43.7 percent).
The survey also found that about 90 percent of the respondents are reading newspaper advertising, giving high praise to its "reliability" (60.9 percent), "fairness and accuracy" (60.9 percent), "usefulness" (49.1 percent), showing that newspaper advertising is suited to "rational appeal." More important, 51.6 percent replied that they sometimes go shopping for particular merchandises after reading newspaper advertising on the items. The corresponding rate for TV commercials is a much lower 35.6 percent, indicating that newspaper advertising tends to induce consumption behavior.
The report of the survey is downloadable from the Ad Data Archive of the NSK Web site.