Warc Briefing: Newspapers

This briefing offers an overview of the history, theories and key trends related to Newspapers. It summarises some of the key studies into the effectiveness of newspaper advertising with relation to placement, reach, topicality and other measures.

Warc Briefing: Newspapers

Definition: Newspaper ad effectiveness is measured by tracking shifts in key performance indicators as a result of communications activity in either a print or online version of a newspaper. Commonly-used indicators are response rates, ad recall, brand awareness and purchase intention.

Quick facts

  • An estimated $81bn was spent on global newspaper advertising in 2009i.
  • In 2009, 44% more people worldwide read a newspaper than went onlineii.
  • Newspapers are the top medium for Americans seeking bargain informationiii.

History and future outlook

Like magazines, newspapers have been forced...

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