Thursday, August 11, 2011

Are coupons saving Sunday newspapers; or is it affluent readers?


According to Scarborough Research, coupon clipping is up 24% since 2006. And, despite the rush to all things digital, and the primary channel for coupons is still Sunday newspaper inserts, with 49% of coupons coming from this source. (Baar, 2011)

At the same time, the Mendelsohn Affluent Barometer says that among the top 20% of Americans ($100K+), 86% are still reading their newspapers in hard copy form. (Shullman, 2011)

Is it any wonder that my weekend edition of the Wall Street Journal now includes FSI’s?

While younger generations are clearly moving toward electronic media options, it would appear that the old hard copy newspaper still has some life in it yet. Advertisers take note!

Baar, A. (2011, August 10). People Still Turn To Sunday Papers For Coupons. Retrieved August 11, 2011, from

Shullman, B. (2011, August 1). Among Affluent Americans, Print Media Is Tops. Retrieved August 11, 2011, from

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