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Canadians turn to newspapers in times of crisis


January 20, 2009
By CNW Group Ltd.

Jan. 20, 2009 – A new Ipsos-Reid poll finds a significant portion of
Canadians rely on newspapers for trustworthy information and coupons
during good times and bad, revealing that now might be the time to
start running ads in the newspaper again.

A new Ipsos-Reid poll finds a significant portion of Canadians rely on
newspapers for trustworthy information, and coupons, during good times
and bad.

Forty percent of those surveyed said they relied more on newspapers
during the recent political crisis in Ottawa, while almost a third (30
per cent) said they turned more often to newspapers for analysis of the
recent economic downturn.

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Only 15 per cent of respondents said they don't read newspapers
(print or online) at all. The findings are based on over 1,000 online
interviews conducted in early
December for the Canadian Newspaper Association.

The survey also asked Canadians how they respond to advertising during
economic crises. Over a quarter of respondents (26 per cent) said they
find themselves looking at newspapers and inserts for "discounts,
bargains and sales" more often during hard economic times.

Ipsos-Reid also found that almost a third of Canadians (27 per cent) –
including a plurality of better-educated and wealthier respondents –
are more likely to read newspapers when making decisions about personal
finances.


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