Media Planning Toolkit: Planning newsbrands
Tony ReganBrand Performance
Newspaper and magazine content can be consumed on different digital devices, which play different roles in the shopping journey. Planning advertising in newsbrands needs to account for this.
Press must work harder in the online world, according to consultant Peter Field in a 2009 review for Admapof the best Warc case histories featuring press. This was at a time when the newspaper medium was witnessing 'online usurping [of] the past roles of press advertising', leaving only a 'Cinderella role' for print in providing a rational advertising support to emotive...