Persuasive arguments for advertising in newspapers and newsmedia are brought together in a new research document from US-based News Media Alliance.

The group's News Advertising Panorama book highlights the benefits and advantages for marketers of advertising in print and digital news media, and includes research and statistics from sources including Nielsen Scarborough, ComScore and Kantar Media.

"The inherent value of the newspaper media audience itself continues to be a huge benefit for advertisers due to its socioeconomic profile and strong purchasing history in several retail categories," says the Alliance in the

78-page report. Its objective is to provide advertisers with facts and figures on the news media audience that will encourage them to prioritise advertising in print and digital news media as part of their overall marketing strategy.

Alliance vice president of research and insights Rebecca Frank says while the news media landscape has evolved rapidly in the past few years, what hasn't changed is that people trust their favourite news source - and the advertisements they find there. "But not all advertisers are aware of the value the news media offer to their clients, which is surprising given how strong the data really are."

The book highlights eight features that comprise the unique selling proposition for advertising in news media, including offering a brand-safe environment where advertisers can be confident their promotions will not appear alongside inappropriate content; advertising effectiveness and trust by those making purchasing decisions; a wealthier, more-educated audience than the average U.S. adult; superior engagement by retail shoppers with ads in newspaper media; and reach to more than 136 million US adult consumers, including 49 per cent of adults age 18-49.

Some key findings include:

Consumer trust in print media is twice that of social media.

Print newspapers and magazines are the most-trusted advertising channels among news media consumers, more than any other source.

Consumers have a positive perception of ads in print newspapers.

Print newspapers score high for recall and likability and are also more likely than other channels to drive reader action, with as many as 83 per cent of news media consumers taking action because of printed advertisements.

Print newspapers are the preferred source for coupons for US adults.

News media provide superior coverage of shoppers across multiple industries, reaching between 55 and 65 per cent of shoppers in multiple retail shopping categories.

Frank concludes, "The most valuable asset to an advertiser is a respected and reliable partner that their audience trusts. With news media, you get that respected partner."

The Panorama report is available to News Media Alliance members on its website, while others in obtaining a copy of the book should contact Frank at rebecca@newsmediaalliance.org.