Top reasons for using newspapers...
Newsbrands 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.
Newsbrands 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
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.
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
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.
News brands drive audiences online?
Newsworks Effectiveness research for brands as diverse as Toyota Yaris, Philadelphia and
CapitalOne, proved newspapers highly efficient in driving traffic to
advertisers’ own web sites.
Newsbrands are flexible and lends themselves to topicaly
Short copy deadlines – in most cases you can book the previous working day – makes
newspapers and online titles, ideal for brands that want to react quickly to events.