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Newspapers, Traditional Media Perform Well Among Luxury Buyers

September 4, 2013

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According to information from the Shullman Research Center, newspapers and other traditional media perform well in reaching luxury buyers, especially ultra-high net worth luxury buyers.

According to Shullman’s ongoing affluence study, 42 percent of those who plan to make luxury purchases in the next 12 months have seen newspaper advertising in the last 30 days. Fifty-nine percent of luxury purchasers with HHI of $500,000+ have seen newspaper ads.

Of those who’ve seen newspaper ads, 79 percent of luxury purchasers have expressed interest in the advertising.

Last, but certainly not least, Shullman’s data shows that newspapers rank #1 in potential engagement among ultra-high net worth $500,000+ HHI, luxury-buying households.

See more on these findings here.

 

Readers Fire Back at Blog Relegating Printed Circulars to the Dustbin

September 3, 2013

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It’s not surprising that a blog focused on mobile commerce would tout a study promoting the effectiveness of mobile coupons over printed inserts. What is surprising, and frankly, refreshing, is that the same blog would post the pushback it received from fans of printed circulars.

“Not so fast,” reads one response, while another reminds us that FSIs “… are more targeted than given credit for.”

Kudos to MobileShopTalk for airing all sides, and kudos to fans of newspaper effectiveness for speaking out. Read the reader responses here.