Key Features & Benefits
Top 10 reasons for using newspapers...
 National newspapers deliver mass reach - Thirty-seven million people read a national newspaper every week, and 84% of UK adults read a national newspaper on a monthly basis. In the age of rolling 24-hour news coverage, national newspapers are read by 76% of adults in a week. This amounts to 26 million readers on weekdays and 31 million readers at weekends.
And that mass reach builds faster than other media - As well as mass daily and weekly reach a key differentiator for the papers is that virtually all of the reach is delivered on the day the ad appears, unlike other media where coverage takes time to build. Even TV can't guarantee mass reach except at high levels of expense.(Source: NRS Accumulation Study)
Newspapers offer a unique and powerful form of consumer engagement - Newspapers command active attention and involvement. Consumers describe the experience of reading their paper as being in a bubble where the outside world does not intrude. Readers identify strongly with 'their' paper; it provides a very personal connection to reader's emotions which brands can tap into.
National newspapers are proven to boost sales and build brand equity - Newspapers build brand sales. They make an immediate impact, and deliver a lasting effect. In-market case studies demonstrated both short and longer terms sales uplifts. And the greater the exposure the higher the uplift. (Sources: Millward Brown in-market tracking; dunnhumby; TNS)
Offer an extraordinary range of different environments to connect with different mind sets and demographics - Newspapers have undergone massive changes in the past decade. The diverse range of different sections and types of paper allow advertisers to tap into specific demographics and specific mind sets. Digital developments are moving ahead at enormous speed
Newspapers are the best partners to TV - This is because they complement each other. Whereas TV is passively consumed, newspapers are actively processed. Both media are heavily consumed in the evening, often at the same time; media profiles are also complementary. National newspapers compensate for the inherent weaknesses in commercial TV in reaching key audiences - men, London/South-east, an d younger more upmarket consumers. In-market tests have proven that adding newspapers to TV outperforms other media combinations.
(Source: Millward Brown and Hall & Partners in market brand tracking 2006/7; Hall & Partners forced exposure testing 2005, BARB, NRS)
National newspapers drive readers to advertiser websites - Several case studies demonstrate this. In 2005, national newspapers delivered a 39% increase in web traffic to the Vauxhall Tigra site; for Toyota Yaris the increase was 44%. Kraft Philadelphia achieved a 440% increase, 85% of whom were first time visitors. (Source: Sophus3, 2005/6)
Low production costs allow multiple executions - Multiple executions are proven to be more effective across all media. Compared to other media, newspaper production costs are low. Thus multiple executions are more achievable in the papers which allow the advertiser to deliver higher levels of effectiveness.
National newspapers offer a high level of topicality and flexibility - Newspapers are the only media where an agency or advertiser can have (or change) a campaign idea late in the day and still communicate it to half the adults in the UK the following morning. Final copy for an advert can be delivered at very short notice - even by the evening of that night's print run of the newspaper.
Newspapers are both portable and permanent- National newspapers allow readers to control their level of engagement; being able to carry their national newspaper with them and tear pages out makes for a powerful direct response medium.
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