Why the N&O

NAA Quick Fact Sheet
View the 2008 NAA Quick Fact Sheet here.

• Massive reach.
The N&O is the largest single-reach vehicle in the Raleigh-Durham-Cary market. In Wake County itself, 42% adults read The N&O daily; 53% adults read it on Sunday; and 71% of adults read The N&O within a week. Our website attracts additional readers. In print and online, The N&O reaches 76% of Wake County adults.*

• Actively used advertising source.
Advertisers in most other media must first try to attract the audience’s attention, and then try to persuade them to become interested in a product or store. The News & Observer has a built-in ad-reading audience of qualified prospects. To see how many people use The N&O over other media as an advertising source, click here. **

• Growth.
The N&O has had 11 consecutive years of circulation growth, bucking national trends. Its circulation has grown 6.7% on Sunday and 12.7% daily (Mon.-Sat.).***

• Demographics.
The N&O reaches the most desirable audiences. Any advertising medium has the potential to attract customers who will buy products below a retailer’s cost, but because newspaper readers have greater spending power and higher socio-economic characteristics, they generate more profit for retailers than other media. For example, the median annual household income among daily N&O readers in the greater Triangle is $77,189 - that’s $15,089 higher than the market median! Furthermore, 76% have attended college, 80% of employed adults work in white collar jobs, 37% have children in the household and 85% own their home.*

• Broad appeal.
Newspaper readership is strong among both genders and all age groups. For example, readership composition of The N&O is almost equally divided between men and women while nearly 3 out of 4 daily N&O readers are 25 to 64 years old - the prime buying years.*

• Respected.
Because it has been the hometown newspaper for more than 100 years, area residents naturally trust The N&O's advertising. The N&O is also respected among its peers, consistently recognized as an excellent newspaper. For example, in 1999, Columbia Journalism Review named The News & Observer America's 16th best newspaper. Other awards won by the newspaper include the Pulitzer Prize gold medal for public service in 1996 and Pulitzers awarded for criticism (1989) and commentary (1983). A summary of our most recent awards can be found here.

• Value.
The N&O provides the most value for your advertising dollar. Our strong reach drives your cost-per-audience down. For example, $2,000 spent in the Sunday N&O delivers 423,600 adult readers in the greater Triangle, which is a cost-per-thousand of only $4.72. Using average half-hour audiences from 5 a.m. to 2 a.m., that is comparable to 10 commercials purchased for $200 each on the top-rated local network TV station where the cost-per-thousand would be $9.04. And, if 20 commercials purchased for $100 each were bought on the top-rated local radio station, using average quarter-hour audiences from 6 a.m. to midnight, the cost per thousand would be $30.86.

• Solutions.
The News & Observer offers a vast range of products to showcase your message, from preprints and Ad Notes, to online and direct marketing. We can reach the entire market or a specific target demographic. Check out our products here.