UPM_News_2016

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.

Text: Silja Kudel Photos: Matti Immonen, UPM N

umerous individual stud- ies from past years have con- firmed that newsbrands deliv-

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.”

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-

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. Newspaper has great advertising punch

Source: printpower.eu

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