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make more
noise!
Newsbrands,
A recent survey delivers definitive proof that
newspapers are extremely effective at attracting
engaged, attentive readers – but newsbrands are
failing to drive home this message to advertisers.
umerous individual stud-
ies from past years have con-
firmed that newsbrands deliv-
er a great return on investment (ROI).
Until now, however, incontestable
proof of a larger scale has been lacking.
That proof has now been deliv-
ered beyond reasonable doubt by sur-
vey findings released in July by the UK
marketing body Newsworks. The re-
sults are based three major studies con-
ducted by the respected Benchmarket-
ing econometrics consultancy, who
performed a detailed analysis of 500
econometric models from 2011–2016,
mining multiple data sources to verify
the consistency of the findings.
And the figures spell great news
for print: newspapers definitively en-
hance overall campaign effectiveness.
The percentage varied from 20% for
FMCG campaigns to four times for ser-
vice campaigns. Newspapers further-
more supercharge the effectiveness of
other media when they are included in
the mix, making TV campaigns twice
as effective and online promotions four
times more effective.
These findings will hopefully pro-
vide the newspaper industry with fresh
incentive to make more noise about the
unique benefits it can offer to advertis-
ers.
“If you look at the big digital brands
like Facebook, they are all investing
millions in econometrics to prove their
marketing effectiveness,” says Alex
Steer, head of technology, effective-
ness and data at media agency Maxus.
“The newspaper industry now needs
to make an equal commitment to tell-
ing advertisers why it’s still one of their
most important channels.”
Text: Silja Kudel
Photos: Matti Immonen, UPM
N
Print, digital, or a combination? The abundance
of different available advertising platforms makes
it tricky for today’s advertisers to choose the right
channel for their needs. To make the decision
easier, here are six compelling arguments why
newspapers make a great addition to any
advertiser’s marketing mix:
1. Newspapers have an impressive population-wide
reach, enabling advertising to be targeted at groups
such as people with a higher education.
2. Readers actually trust print content – even the
advertising!
3. An impressive 50% of readers who take note of a
newspaper advertisement also visit the advertiser’s
website.
4. Newspaper readers tend to talk more about brands
and share information they picked up from the
newspaper.
5. Virtually the entire reach is delivered in one day,
creating an immediate response for the advertiser.
6. The ROI of campaigns that include newspaper
advertising is twice as high as those excluding
newspapers.
Source:
Newspaper has great
advertising punch
UPM NEWS 4