Elisabeth Ingvar och Cim Nordling

Attitude Towards Advertising in Newspapers

A comparative study of consumer attitudes and reading habits towards advertising in digital and analog newspapers.

Abstract

More and more newspapers have expanded their business to new platforms, the increasing use of the internet and tablets has led to new opportunities for advertising in the newspaper industry.
What do consumers think of advertising in the different publishing channels? This paper aims to examine whether there is any difference in the attitude and reading behaviour considering advertising
in digital newspapers and the conventional printed newspapers. The main question of this Bachelor’s Thesis: Is there a difference in attitude and reading behaviour of the reader when it comes to advertising in newspapers in paper, Ipads and at the web?

The investigation process consisted of tests and discussions with our interviewees, and a study of the existing literature and research on the subject.
An interview was held with a person from the department of advertising sales at the Swedish magazine company Dagens Nyheter in order to find out what
the company’s strategy was regarding advertising in the different media channels. Based on the results of the study, it can be concluded that the general attitude of our readers
towards advertising in printed media is more positive than the attitude of digital advertising. However, the attitude towards advertising in Ipad newspapers is not as negative as of the online newspapers.

Keywords:

Advertising, tablet magazines, newspaper, attitude, behaviour, Ipad