Word of mouth: Print media's talkability
Steve Thomson and Ozoda MuminovaKeller Fay Group and Guardian News & Media
Quality newspaper readers are big infuencers and their conversations around news tend to take place at work, with lots of opportunity to stimulate WOM.
It is well established that advocacy and positive word of mouth (WOM) are desirable assets for any brand. These are more than 'nice-to-haves', as they have been shown to have a measurable impact on key brand measures – sales, search, web visits, and more. For example, analytics specialist MarketShare found that significant increases in sales are obtained...