While many reports and articles in the press continue to claim that new media is slowly overtaking traditional and old media, the hard facts (and carefully researched ones, at that) continue to prove otherwise.

A few weeks ago, the Canadian Newspaper Association (CNA) commissioned top research firm Ipsos Reid to seek national data to plug into what was to have been a fun Valentine’s Day survey, according to a Media in Canada report. The called it the Perfect Partner poll.

Aside from revealing lighthearted findings on Canadians ideal mates, the poll also shed some light on the value of print newspapers and broadsheets to be specific, and how they are viewed and used today. And the findings were, to say the least, positive and very encouraging.

Based on respondents’ answers, the CNA was ecstatic about how well “old media” newspapers are faring alongside today’s flashier electronic options. “These findings may suggest that, just as we thought, new media may not replace old media,” says John Wright, Ipsos Reid’s SVP. “It may simply mean that Canadians will go to the most effective source among a greater variety of options. And the source for advertisers seems to be newspapers above all.” Let the poll results speak for themselves:

*Newspapers engage their readers: Almost two-thirds (61%) of both male and female respondents indicated that, if they had a choice, they’d rather look through the ads in the newspaper than watch commercials on TV. The same was true across all age demographics, including the 18-34s (55%). In addition, almost half (45%) indicated there are some days when they read the newspaper as much for the ads as for the content.

*Newspapers are an ideal way to reach families with children: 76% of households with children state that newspapers are a planned destination for ad information. Additionally, 73% of the same group agreed with the statement that they enjoy the interaction with ads in the newspaper.

*All readers enjoy the interaction with ads in the newspaper: two-thirds (66%) said they enjoy the page advertising and product/service inserts that come with newspapers.

*Newspapers are a trusted resource: Two-thirds (64%) often keep inserts and flyers around for a few days so they can re-read what’s being offered for sale and what’s on special. This finding was consistently strong across all Canadian provinces.

*Timeliness in newspaper advertising is hugely important to readers: Seven in 10 (68%) indicated that when there are special holidays or weekends (such as Christmas, Boxing Day, Valentine’s Day and Easter), they specifically look through the newspaper to find the best sales.

*Newspapers are a valued source for information: Half (49%) indicated that they look through the advertising in newspapers to get ideas about what to buy people for special occasions like birthdays, engagements, weddings or anniversaries. This is slightly more the case with women (52%) than with men (46%).