According to an article in Media Buyer Planner entitled “Newspaper Inserts Face Increased Challenges in Coming Years” the use of digital coupons and specials on company websites is putting pressure on newspaper inserts, which account for half of all newspaper advertising. Few younger readers and widespread circulation losses have also caused some large advertisers to question whether newspaper inserts will continue to be profitable.
Coupons.com reports that the use of digital coupons grew 170% last year compared to an average growth rate of 8 to 16% per year for newspaper insert coupons. Other factors influencing the growth of digital coupons include the use of mobile coupons on cell phones and save-to-store loyalty card programs. For more details, click here to read the article.