National newspapers - both print and online - are an important resource in healthcare decision-making for millions of women
New quanititative research on the category and newspapers, and new qualitiative research on online national newspapers, shows that national newspapers are a valued resource by women making healthcare decisions for themselves and their families. Analysis by the NMA of TNS Worldpanel sales data shows that regular national newspaper readers spent 6% more on healthcare products in 2009 than an equivalent number of heavy TV viewers. For healthcare brand advertisers, the national newspapers are an opportunity not to be missed.
To demonstrate that national newspapers, with their strong emotional bond with readers, who trust them as a source of advice and information on health, are a compelling proposition for healthcare brands.
To demonstrate the importance of newspaper readers in general, and of readers of "quality", mid-market and "popular" titles, for specific healthcare categories and brands.
To provide insight into consumer response to a range of healthcare ads.
The national newspapers have been alert to the rising public interest in health
issues, and have responded by investing heavily in health editorial. Newspapers offer advertisers the opportunity to get right next to this sought after and highly-valued editorial. It all adds up to a compelling context for
Please contact the NMA for examples of healthcare brands who have advertised in the national press in the past.
When it comes to health advice and information, millions of consumers know that they can rely on their newspaper - both in its print and online formats. It's such a strong environment for brands that readers see an ad in their newspaper as a signal that the manufacturer is really confident that it works. Reading a newspaper involves a high level of active engagement, so readers are already paying attention when they encounter an ad. The degree to which they bother to read the ad reflects the inherent interest of the execution itself.