Spring into Sales: How Local Newspaper Readers Reach Home & Garden Shoppers
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Reach 6 Out of 10 Home & Garden Shoppers with the Power of Local Newspapers

As the days get longer and the temperatures rise, consumers turn their attention to home and garden projects. From landscaping makeovers to patio upgrades, the spring season is prime time for home improvement and gardening retailers to capture consumer spending. The market is massive--37% of consumers plan to shop at a garden center within the next 12 months​AmNews-garden centers24. The opportunity for local newspapers? More than 6 out of 10 of these shoppers engage with their local newspaper (print or digital) every month, making it a key channel for influencing purchasing decisions​.

For local newspaper sales teams, this is the moment to connect advertisers with engaged, motivated buyers. Consumers who read local newspapers don’t just see ads—they act on them. Whether searching online for more information, visiting an advertiser’s website, or heading straight to the store, local newspaper readers are high-intent shoppers. 56% of consumers rely on local newspapers when making purchasing decisions for home and garden projects, making them the most trusted advertising channel—outpacing TV, social media, and direct mail​.

This spring, local garden centers, nurseries, landscapers, and home improvement retailers need to be where the buyers are. With 83% of consumers believing newspaper advertising is important, newspapers offer a proven way to reach shoppers who are ready to invest in their homes​. Sales leaders should position newspaper advertising as the essential tool to drive in-store and online sales, reinforcing the credibility and influence that only local news media can deliver.

Spring is just around the corner, and the window for capturing home and garden spending is now. Is your team ready to maximize this revenue opportunity?

Boost Valentine’s Day Sales: Why Local Florists Should Advertise in Your Newspaper
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​Download Marketing Materials in the Resource Center

Valentine’s Day is a golden opportunity for florists, with a significant portion of consumers planning to purchase flowers for their loved ones. Local newspapers provide the perfect platform to capture these potential customers—offering unmatched reach and trust in the community.
According to the America’s Newspapers 2024 Local Ad Effectiveness Study, a remarkable 75% of consumers who shop at florist shops each year are reached by local newspapers, both in print and online. This demonstrates the powerful influence of newspaper advertising in driving foot traffic and sales during peak holiday seasons like Valentine’s Day.
In fact, consumers rank local newspapers as one of the most trusted and reliable sources of information, with 43% considering them the most reliable local media—far surpassing social media and local radio. Moreover, 56% of consumers rely on newspaper advertising when purchasing local products and services, proving that your publication is a key driver in connecting florists with their target audience.
When consumers engage with newspaper ads, they take action:
  • 42% search online for more information
  • 56% visit the advertiser’s website
  • 56% visit a store location
  • 34% make a purchase
Encourage your local florists to take advantage of this opportunity by advertising their Valentine’s Day promotions in your newspaper. With 83% of consumers stating that newspaper advertising is important, your publication is the trusted partner they need to make the most of the holiday rush.

Sales Target:  7 Out of 10 Jewelry Shoppers Read Your Newspaper—Don’t Miss the Valentine’s Day Opportunity
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​Download Marketing Materials in the Resource Center

​Valentine’s Day is big business for jewelers, and local newspapers hold the key to unlocking this opportunity. With an impressive 38% of annual jewelry purchases occurring around Valentine’s Day, jewelry stores are eager to reach their audiences with the right message at the right time—and newspapers are the trusted medium to make that connection.
Here’s why newspaper advertising is the perfect match for driving Valentine’s Day success:
  • 71% of jewelry shoppers in your market are reached monthly by local newspapers, in either print or digital formats. This means your publication connects directly with more than 7 out of 10 potential jewelry buyers.
  • 22% of consumers in your market have recently shopped or plan to shop at a jewelry store within the past or next 12 months—making them prime targets for holiday campaigns.
  • 56% of consumers say they rely on local newspaper advertising when purchasing products and services, a higher percentage than other channels like social media (34%) or local radio (31%).
Jewelry is a high-priority gift for Valentine’s Day, and newspapers are uniquely positioned to influence shoppers. After seeing newspaper ads:
  • 83% of consumers believe “newspaper advertising is important.”
  • Top actions include searching online for more information, visiting the advertiser's website, and even making direct purchases.
This Valentine’s Day, your newspaper can be a trusted partner for local jewelers by offering advertising packages tailored to their needs. Use the influence of your publication to showcase their promotions, exclusive collections, and custom services—driving both foot traffic and sales.

​Seize this opportunity to collaborate with jewelers in your community and make Valentine’s Day a win-win for both your advertisers and your newspaper. 

First Quarter Focus:
​Turn Healthcare Ads into Big Profits
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​Download Marketing Materials in the Resource Center

As the New Year begins, health takes center stage in many people’s lives – and it’s a prime opportunity for local businesses to reach new customers through dynamic newspaper ad campaigns. 

​Consumers are eager to improve how they look and feel, making healthcare a prime advertising category for the first quarter. From dermatologists to hearing specialists, eyeglasses to elective surgeries, local newspapers are the perfect platform to connect healthcare providers with health-conscious shoppers.
​The first quarter is a time when people are motivated to invest in their health. According to the America's Newspapers 2024 Local Ad Effectiveness Study:
  • Dermatologists: 21% of consumers shopped or plan to shop for a dermatologist in the past or next 12 months. Local newspapers reach 57% of these patients monthly​.
  • Eyeglasses and Contacts: 55% of consumers are in the market, with newspapers reaching 54% of them monthly​.
  • Hearing Specialists: 15% are shopping for hearing aids or specialists, and newspapers reach 61% monthly​.
  • Cosmetic Surgery: Though a smaller segment, 9% are in the market, with newspapers connecting with a remarkable 74% of these shoppers​.
The Power of Newspapers
Local newspapers offer unparalleled advantages:
  • Trust and Reliability: 43% of consumers consider local newspapers "reliable," significantly outperforming social media (13%)​​​​.
  • Proven Results: Readers frequently take action after seeing newspaper ads, from searching online to making purchases​​.
​Capitalize on the Opportunity
Healthcare providers can use Q1 to engage a motivated audience through trusted newspaper advertising—whether print or digital. By aligning campaigns with the seasonal surge in health consciousness, advertisers can maximize their impact and drive measurable results.

New Year, New You: Local Newspapers Are the Perfect Fit for Weight Loss and Nutrition Advertising
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​Download Marketing Materials in the Resource Center

The New Year brings fresh starts and big goals—especially when it comes to health and fitness. For businesses in the weight loss and nutrition industry, this is the prime time to connect with consumers eager to kick off their health journeys. Local newspapers offer a unique opportunity to reach these motivated individuals right when they’re setting their resolutions.
​Here’s why local newspapers are the go-to partner this New Year:
  1. Timing is Everything: As 2025 begins, 13% of consumers in the market are actively shopping—or planning to shop—for a weight loss or nutrition program. Local newspapers reach 70% of these shoppers every single month, making them a powerful channel to tap into the surge of New Year health enthusiasm.
  2. Trusted and Reliable: When it comes to health, people turn to sources they trust. Local newspapers are viewed as "reliable" by 43% of consumers, far outpacing social media (13%) and radio (11%). 
  3. Trust Leads to Action:  This trust leads readers to take action—whether it's searching for more information, visiting an advertiser’s website, or purchasing a product or service.
  4. Impactful Local Reach: Local newspapers outperform other advertising channels, with 56% of consumers relying on them for ads about local products and services. Whether in print or digital, newspapers deliver your message to the heart of your community.
​This New Year, don’t miss the chance to inspire your community to get healthy while growing your business. By advertising in local newspapers, local businesses will meet their audience where they are—motivated, ready to act, and eager for trusted guidance.
Download the Sales Sheet Here!
Already have access?  Go directly to the Resource Center!

​Sales-Boosting Data for 70 Retail Categories

Exclusively for America's Newspapers members!   Inside the Resource Center you'll find the results of the 2024 Ad Effectiveness Study which provides detailed insights into 70 retail categories, covering nearly all local advertisers. Each category has its own customized sales sheet to equip advertising managers and sales executives with the tools they need to close deals effectively and strengthen their local market presence.  Whether you're targeting grocery shoppers, automotive aftermarket, medical, or home improvement businesses, this research provides detailed insights tailored to nearly every local advertiser in your market.
The Resource Center is for members of America's Newspapers.  Not a member or not sure, email us at [email protected]!

Members get access to the Resource Center by submitting a request below!
Already have access?  Go directly to the Resource Center!
​See all 70 categories!
​Vehicles
  • Any Car/Truck/SUV
  • Car
  • Truck
  •  SUV
  •  Recreational Vehicles
Vehicle Maintenance
  • Regular maintenance (oil change, tune-up, fluids, etc.)
  • Tires
  • Battery
  • Major repair (transmission, radiator, muffler, brakes, etc.)
  • Auto glass replacement/repair
  • Paint/body work
Local Retail                 
  • Florists
  • Garden center
  • Hardware stores
  • Jewelry stores
Local Grocery/Drug Stores
  • Convenience stores
  • Drug stores
  • Grocery stores
  • Health food/organic stores 
  • Wine/liquor stores 
Home Buying/Real Estate

Home Services
  • Remodel bathroom, kitchen or other room
  • Landscaping, decks, patio, pool or lawn
  • Interior paint or wallpaper
  • Exterior paint/siding
  • Carpeting or floor
  • Roof replacement or repair
  • Windows/doors replacement or repair
Household Furnishings/Appliances
  • Appliances
  • Furniture
  • Hardware/building/paint supplies
  • Home décor (rugs, pillows, curtains, pictures, etc.)
  • Lawn or garden items
  • Mattresses
Home Services
  • Cleaning services (floors, rugs, furniture etc.)
  • Electrical services
  • Gutter cleaning, repair or replacement
  • Heating/AC maintenance or services
  • Landscaping/lawn services
  • Pest control service
  • Plumbing services
Healthcare Services
  • Eyeglasses or contacts
  • Hearing aids
  • Home health nurse or therapist
  • Urgent care clinic
  • Corrective eye surgery/Lasik
  • Elective surgery (cosmetic, varicose veins, weight)
  • Weight management or nutrition program
  • Women’s health
Medical Professionals
  • Chiropractor
  • Cosmetic/plastic/reconstructive surgeon
  • Dentist
  • Dermatologist/Skin doctor
  • ENT/Hearing Specialist
  • Optometrist/Ophthalmologist/Eye surgeon
  • Orthopedist/Sports medicine doctor
  • Physical therapist
  • Podiatrist/Foot doctor
Retirement Community/Assisted Living
  • Professional Services
  • Accountant/tax services                     
  • Attorney (family, business, bankruptcy, injury)
  • Financial planner/Investment services
  • Funeral Planning/Cemetery/Mortuary services
  • Insurance agency (Auto, Home, Life, Medical, etc. 
Restaurants                
  • Fine dining/Upscale restaurants
  • Quick service restaurants
Pet Ownership

Making the Sales Call
Whether you're contacting a new account or reaching out to a long time customer, Sharing research information is crucial in demonstrating the effectiveness of local newspaper advertising. Data-driven insights provide concrete evidence of how newspapers reach targeted audiences, drive engagement, and deliver measurable results. By presenting research-backed success stories, businesses can see the true value of investing in local print and digital ads, fostering trust and encouraging long-term partnerships. Research not only validates the impact of newspapers but also helps tailor advertising strategies to maximize ROI, making it a vital tool in building stronger relationships and driving growth.

In this example, Dee Evans from Advantage Newspaper Consultants, shares how to get the conversation started with a local tire customer.