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Are Newspapers Above the Fold in the Digital Age?

Newspaper being printed on a printing press


It’s no secret that the rise of the internet has resulted in the fall of print media readership. However, now is not the time to throw print out of your marketing plan. Depending on your target audience, print advertising, including newspaper ads, can prove to be extremely effective for your campaign.


Newspapers have been a critical part of the American news landscape for generations. While publication and popularity have seen a decline thanks to technological advances, newspapers still retain a loyal readership. Newspaper readership has been cyclical throughout US history and varies depending on demographic and location. According to a survey done by Attest, almost 62% of US adults (18+) read physical/printed newspapers. Nearly half of those read newspapers frequently on a daily or weekly basis.


Local and community newspapers are a crucial thread in a community’s fabric. Print readers usually spend 20 minutes or more with their publication in hand, while a typical visitor to a digital news site sticks around for less than five minutes, according to research by the International News Media Association. Local papers are indispensable for relevant, native news regarding what is going on within the community whether it’s entertainment, politics, crime, or local businesses. Therefore, more value can be found in an impression from local newspapers compared to other news outlets. Overall, PR Newswire reports that more than 4 out of 5 (82%) American consumers trust print ads the most when making a purchase decision.


Not surprisingly, there has been a shift from print to digital media due to technological innovations and the ease and accessibility of getting news online. Though time and technology have changed, newspapers are still a relevant and effective advertising medium. As always, finding where your target audience gets their news and spends their time will help in building a smart and successful advertising campaign. As the largest advertising agency and media buyer in San Antonio, The PM Group has unparalleled media clout in television, radio, outdoor, digital, and print advertising. Our experienced team of media buyers work with clients big and small to find rates and ad spots to uniquely fit your campaign. Reach out to see what we can do for you!





About The PM Group: The PM Group was launched in 1988 by our CEO & Founder Bob Wills. Now in our 35th year, the agency has continued to grow and is San Antonio’s largest advertising agency under the leadership of President and COO Fran Yanity. The PM Group’s client roster spans numerous industries including home services, automotive, CPG, entertainment and sports marketing, legal, business services, non-profits, real estate and fitness. For two consecutive years now, the agency has set annual revenue records with the addition of six new clients and through the continued success of our existing clients. Additionally, the agency hosts their annual Charity Gala that to date has raised millions of dollars for local San Antonio and South Texas area non-profit organizations. In 2021 alone, the agency donated over $1,800,000 to local non-profits. It is our way of giving back to the community that we so humbly serve.

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