Readers look to their newspaper for advice on food and nutrition, inspiration and recipes. People read their paper in an active and engaged mind-set and furthermore when they look to their newspaper for ideas they can tear our recipes, coupons or other inspiring food fancies. Newspapers therefore lend authority, alowing readers to form lasting, long-term relationships with their newspaper of choice, which can in turn be lent to your campaign.

Build greater understanding of the newspaper medium to enable better media usage, placement & potentially creative work

The NMA commissioned qualitative research using focus groups to explore insights amongst readers who are the main shoppers in their household about how they read the national newspapers. We also placed relevant advertisements in the newspapers to understand how they worked in the medium - or didn't!

This is the first time we have commissioned this research amongst the category, although the NMA has undertaken similar research in other product categories.

- The audience: young, upmarket and southern. Newspapers provide the perfect partners to TV, where reaching these groups is costly. To compensate for TV weakness, newspapers can fill the gap in your brand's reach in age groups, regions and social groupings; all in a less cluttered environment. Editorial context and an uncluttered environment create engagement and stand out appeal.