Reasons for using national newspapers |
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| The right media strategy is vital to any advertising campaign - and national newspapers have unique strengths as a delivery medium. We explain some of the strengths and advantages of national newspapers over other media, in both solus and mixed media campaign schedules. |
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National newspapers build mass coverage quickly |
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Thirty-six million people read a national newspaper every week, and 83% of UK adults read a national newspaper on a monthly basis. In the age of rolling 24-hour news coverage, national newspapers are read by 75% of adults in a week. This amounts to 21 million readers on weekdays and 31 million readers at weekends.
As media have become more fragmented and targeted, a medium that can offer mass market coverage plays an increasingly valuable role.
(Source: NRS Apr 06 - Sept 06)
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National newspapers offer a high level of immediacy and flexibility |
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Newspapers are the only media where an agency or advertiser can have (or change) a campaign idea late in the day and still communicate it to half the adults in the UK the following morning. Final copy for an advert can be delivered at very short notice - even by the evening of that night's print run of the newspaper.
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National newspapers boost sales |
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National newspaper advertising works. Newspaper advertising generated a 15% increase in volume sales for Kraft Philadelphia during the campaign period.
Furthermore analysis of Tesco Clubcard data found that national newspaper advertising led to a 4% increase in sales of Guinness during the campaign period in store.
(Source: TNS Worldpanel, 2006, dunnhumby, 2006)
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National newspapers drive readers to advertiser websites |
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Toyota Yaris found that national newspaper ads drove a 23% increase in site visits.
(Source: Sophus3, 2006)
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Newspapers are a perfect partner to TV |
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Adding newspapers to TV schedules can create a stronger brand impact than either medium alone.
This is due to the fact they strongly complement each other. Whereas TV is passively consumed, newspapers are actively processed. Both media are heavily consumed in the evening, often at the same time. In addition media profiles are also complementary. National newspapers compensate for the inherent weaknesses in commercial TV in reaching key audiences - men, London/South-east, and younger more upmarket consumers.
(Source: NMA case studies /Millward Brown)
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National newspapers deliver high levels of reader attention and the ability to convey complex messages |
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On average women spend 37 minutes with their newspaper during the week increasing to 45 minutes at weekends. Readers will also frequently return to re-read their papers, on average three times during the day.
Newspapers are an actively consumed medium. Reading a newspaper involves attention and effort - described by readers as 'purposeful pleasure'. Readers are engaged and involved as they select content making them the ideal medium to communicate complex messages.
(Sources: 'NMA Sporting Passions'. Study conducted by Davey Bioletti and BMRB July 2003; 'NMA Women & Newspapers'. Study conducted by Davey Bioletti and BMRB July 2004)
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Newspapers are both portable and permanent |
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National newspapers allow readers to control their level of engagement; being able to carry their national newspaper with them and tear pages out makes for a powerful direct response medium.
Newspapers advertising generated 20,000 requests for a free sample of Listerine Citrus in just two weeks after advertising a call to action message directing readers to their website.
(Source: Pfizer client data)
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National newspapers are the No. 1 medium for business information and driving online traffic among upscale audiences |
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Nearly 19,000 pages of business editorial are produced by the national newspapers in a year.
Furthermore newspapers are likely to drive this audience to websites, with TGI showing that newspapers prompted 42% of AB to have visited a website in the past month.
(Source: NMR 2006 /TGI Internet 12 Apr 05 - Mar 06)
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National newspapers are more cost-effective than TV |
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Comparing the use of a colour page in newspapers and a 30" commercial on TV, national newspapers are on average 30% cheaper than reaching ABC1 adults, and 20% cheaper reaching men than TV.
(Source: NMA estimates) |
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National newspapers have a highly personal relationship with their readers |
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Each national newspaper has its own distinct identity and user profile, and newspaper readers have a deeply personal connection with their chosen title. They're extremely loyal - over 74% almost always read their chosen title.
(Source: NRS Apr 06 - Sept 06)
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