NATIONAL STUDY SHOWS CLASSIFIED OPPORTUNITY
2/9/2012 9:19:57 AM
January 17, 2011 – Portland, Oregon
Pulse Research has released the results of the just-concluded Quarter 4, 2011 Pulse of America readership and consumer shopping survey with almost 6,000 sampled from all 50 states.
For the quarterly results ending December 31, 2011, the Pulse of America survey offers some very positive news for daily and weekly community newspaper publishers.
Classified ads deliver results: Of those who ran a newspaper classified ad, 76% stated they got results from their ad; 31% sold what they advertised, and another 45% stated they got “many calls.”
Classified readership: Newspaper classified ads have high readership. 62% always or frequently read classified ads in the local newspaper.
Classified opportunity: 78% of newspaper readers and newspaper website visitors did not place a classified ad in their local newspaper in the last 12 months.
Real Estate classified opportunity: More than 8% of newspaper readers and newspaper website visitors plan to rent a house in the next 12 months with another 5.2% planning on renting a new apartment. The rental market is strong compared to the still soft real estate market for purchasing a residence.
Craigslist is showing some softening: In the last 30 days, 78% of newspaper readers and newspaper website viewers did not respond to a Craigslist ad. In addition, 83% of newspaper readers and their newspaper website visitors did not place an ad on Craigslist in the last 30 days.
Pulse of America is an ongoing, quarterly publication readership and consumer shopping survey first launched in early 2008. More than 200 publications, corporate publishing groups and press associations participate in the quarterly Pulse of America survey. Pulse Research, founded in 1985, is the host and sponsor of the Pulse of America.