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...