7 reasons_Newspaper advertising
1_ Reach and reliability Not only do newspapers reach a lot of people, these people span a wide age range (60% of German 14-29 year-olds are reading), while different sections and supplements allow advertisers to tap into specific groups and backgrounds. 2_ People read newspapers For many, newspapers are the most reliable form of news and information, backing up this factual accuracy with credible opinion and insight. This level of trust leads to readers spending a huge amount of time reading their newspaper – 69 minutes on average. 3_ Emotional connection Neuroscience has demonstrated the power of newspaper advertising to drive a strong response. Tracking of in-market campaigns has reinforced this, with 20 studies providing clear evidence of national newspapers’ strength in generating increased emotional identification (NMA). 4_Universal appeal Newspapers know that if they are to thrive in a hyper-media world, they need to offer their reader not simply news but a huge variety of content. This means that no matter what the brand, there’s always relevant content for a brand to fit into. 5_Versatility Newspapers are the only medium where a brand can alter their campaign late in the day and still communicate it to half the adults in an entire nation the next morning. 6_ Integration Studies prove that newspapers are fantastic at driving readers to advertiser websites, proving the significant cross-media effects of using online and offline advertising. 7_ Effectiveness Newspapers give any brand an immediate response, as virtually all of the reach is delivered on the day the ad appears. And compared to other media, newspaper production costs are low.
“Newsbrands are like getting a trusted opinion from an old friend. We connect emotionally with the brand personality that most appeals to us and they have an amazing power to persuade us to take action” Katrina Lowes, Head of Marketing, Vodafone Global Enterprise
The BFG eOne Film, TV and music production company eOne wanted to make Steven Spielberg’s The BFG the biggest film of summer 2016, so turned to The Daily Telegraph to deliver a huge print and digital campaign to reflect the scale and creativity of the film, as well as build awareness and anticipation. So the national broadsheet launched a standalone magazine to be distributed with its Saturday edition to achieve both circulation and reach to its target market of parents and grandparents. Titled Welcome To Dream Country, the publication
comprised an eight-page broadsheet pull-out, with content including character introductions and exclusive content and activities related to the film. The response was as impressive as the movie, with readers and client equally delighted with the result. “The Telegraph reflects the heritage and quality of The BFG,” said Lauren Hockings, Marketing Manager at eOne, “and Welcome To Dream Country delivered the scale and magic of Roald Dahl’s book through the rich and interactive content. The ‘giant’-sized broadsheet nature of The Telegraph only added to the partnership being a perfect fit.”
69 minutes
The amount of time an average person spends reading a print newspaper every day IPA Touchpoints, 2016
52_ PRINT POWER | www.printpower.eu
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