How often do you shop the inserts?

According to a recent study by the Newspaper Advertising Association, the frequency with which people shop in newspaper inserts varies considerably by the type of retailer.

Of those respondents to the survey who said they look at inserts (not all adults, therefore), the following are the percentages who looked at specific types on a regular basis:

• 79% Grocery stores
• 72% Dept stores
• 66% Discount stores
• 57% Home Building Centers
  
• 54% Home Electronics stores
  
• 52% Drug stores
  
• 48% Home Furnishing stores
  
• 44% Appliance stores
  
• 43% Sporting Goods stores
  
• 40% Computer stores
  
• 39% Office Supply stores
  
• 19% Cell Phone stores

How many cell phone stores run inserts? I don't recall seeing them.

In any case, the value of insert advertising to a supplier should, based on these results, vary considerably by channel of distribution.