RESEARCH: Followers of fashion depend on newspapers
Provided by Newsworks
Newspapers deliver fashion news and practical advice for real women. It's a space that fashion brands should share
Tell us about the Opportunity / What is it?
New qualitative research provides fresh insights into why women value the fashion coverage in their newspapers, and how it compares with coverage in other media. With over 700 fashion pages per month, brands can talk to millions of actively engaged women through newspapers. In our latest research, see how advertisers can use newspapers' immediacy, targeting and impact to get brand messages noticed.
What is the Marketing Objective?
To demonstrate the power of natonal newspapers for fashion brand advertisers. Women are looking for fashion ideas, and their newspaper is their daily guide and adviser.
How does it work?
The NMA commissioned research using focus groups to explore women's attitudes to fashion and how they respond to their newspapers' fashion coverage. The NMA also used National Newspapers Creative Benchmarking to measure the response to specific fashion advertisements in newspapers.
Who's used it in the past?
This is the first time the NMA has commissioned research in this category.
Features / Benefits
11.9m women aged 16-60 read a newspaper at least once a week. Fashon brand advertisers can benefit from the emotional engagement between women and the authoritative, practical fashion editorial. National newspapers give advertisers unrivalled cost-effective access to millions of younger, upmarket and metropolitan women. Newspapers don't just report on the trends - they often play a part in setting them