Market Summary - Newspaper Advertising
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Hot Topics
From newspapers to online news brands
The dramatic change of the last 5 years has been newspapers’ growth online, first to the PC screen and latterly to tablet and mobile. Approximately one in 4 adults (13m) read any online newspaper, reading, on average, 2 newspapers per month.
The NMA has a database of around 1000 ads that have been scored for motivation and involvement. To be 'Involved' consumers must like the ad and find it relevant. To be 'Motivated' consumers must first be involved, and also agree that the ad gives them an improved interest in and enhanced relationship with the brand. Read more here
To view the current positions, take a look at the NMA website.
ANNAs
The ANNAs is our awards scheme that celebrates creative excellence in national newspapers, both in digital in print. Check out the details here
Summer 2012
Newspaper v magazine impact study
We have scored the impact magazines v newspapers. Look out for details on our website
Fashion
Read our latest research on fashion and find out details of our fashion package guaranteeing editorial and a competitive price. Click here
Halloween
Halloween is third behind Xmas and Easter, with consumer spending at £250m. Newspapers are a powerful ally for brands that want to grab a share. Check out the details here
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What is it?
194m print copies read every week
Newspapers are read across the day and read everywhere. In fact, readers pick up their newspaper 3 times a day, which means that newspapers are picked up and read a staggering 580m times every week.
Newspapers online recruit new readers
Reading newspapers online: on PC, tablet or smart phone, either directly or through an app, is growing rapidly. According to a study by BMRB/GNM, 40% of these were not reading a print newspaper.
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How Does it Work?
Time spent reading a national newspaper
 Readers experience a powerful sense of connection to 'their' newspaper and actively seek out information and entertainment in a medium they trust.
Reading the paper creates a sense of peace and quiet that allows for the reader's full attention and engagement so information is absorbed to a greater degree than other media.
This high level of involvement increases both processing and influence of the message (a).
All this is good for advertisers because, as adman Howard Luck Gossage remarked, people read what interests them and sometimes it’s an ad.
(a) Cognitive Neuroscience, Marketing & Research, Page & Raymond 2006
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Key Features & Benefits
Top reasons for using newspapers...
Newspapers drive sales
 In over 30 newspaper effectiveness tests carried out by Millward Brown and dunnhumby, newspapers are shown to consistently drive brand sales: by 7% across all newspaper readers and by 12% among those who saw a newspaper ad 3 times or more.
Newspapers increase brand penetration
Martin Hayward, Director of Consumer Strategy and Futures at dunnhumby said “Newspapers increase sales by driving new customers into the brand and multiple exposures lead to stronger effects” In fact, over the broad spread of effectiveness tests, newspapers increased brand users by 7% over the duration of the test activity.
Emotional connection 
In over 30 newspaper effectiveness tests carried out by Millward Brown and dunnhumby, newspapers consistently drive brand sales: by 7% across all newspaper readers and by 12% among those who saw a newspaper ad 3 times or more.
Brand reappraisal
Newspapers are effective at driving brand reappraisal. Across the 18 Effectiveness tests undertaken by Millward Brown, newspapers increased brand reappraisal from an average 56% (TV alone) to 75% for newspapers plus TV.
Sharing our emotions: The Sun captures the mood of the nation
Inspiring action
When newspapers ask their readers to get involved, they do. The Evening Standard’s dispossessed campaign raised over £6m in reader donations and when the Sun ran a campaign to make the Social Workers in the Baby P case accountable, 1.3m people signed the petition. Newspapers holds a mirror up to how readers feel about life. This creates trust, and this trust extends to advertising appearing in newspapers.
Editorial context is a benefit to advertisers
Food, film, sport, health, finance, relationships and travel: just a few of the many topics that newspapers cover every week. This rich editorial blend provides advertisers with abundant opportunity to place ads in a relevant context. And research tells us that placing ads in a relevant newspaper context heightens reader interest and attention.
Newspapers drive audiences online
NMA Effectiveness research for brands as diverse as Toyota Yaris, Philadelphia and CapitalOne, proved newspapers highly efficient in driving traffic to advertisers’ own web sites. Read more
A flexible medium that lends itself to topicality
Short copy deadlines – in most cases you can book the previous working day – makes newspapers ideal for brands that want to react quickly to events.
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Key Audience Strength
Newspapers have a broad reach of all demographics
70% of adults read a national newspaper every week and most audiences cluster close to this figure. The high end is represented by AB men (78%) and the low end by Mums with kids (64%).
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Broad reach but highly targeted
Title selection allows for a much more cost-efficient targeting of particular demographics than is the case with most mass market media
Newspapers are strong against light television viewers
Men, ABC1s and 15-34s are audiences that perform well for newspapers. Readership is also high in London. These audiences and the London region all view less commercial TV than average, which gives newspapers a powerful balancing role on a TV schedule.
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