Individual media: Newspapers

 

Maureen Duffy and Anne Foster, from the Newspaper Marketing Agency, refute the view that newspaper advertising is primarily for 'retail and detail'. Describing a large research project, they put the c ...

In this chapter of 'Best Practice' Roderick White turns his attention to newspaper advertising. Using recent references, he covers the basics - what newspapers offer, how they are used, cost per thous ...

Caroline Vogt, of News International , describes The Reader Need.States project – a project designed to look at the role of UK newspapers in readers’ lives. It discovered that different reading occas ...

Venessa Lenton explains how mapping can be used to plan a local advertising campaign for a specific retailer. Using the Beacon Dodsworth’s JICREG mapping system (a web-based one-stop shop for regiona ...

One of a number of expert reviews of the US media scene produced in March 2003, and looking at 2003/4. This one looks at developments in the US newspaper business.

As advertisers insist on accountability of investment, newspapers in the United Kingdom face tremendous opportunities to meet this new demand through CRM -- even as the record for CRM in other industr ...

This is a review of newspapers and magazines. In much of the world the two sectors show different trends with newspaper circulations and readerships slowly falling, though the share of ad spend remai ...

This paper examines techniques used to research newspapers. It notes that whilst the medium is diverse and complex, the characteristics of newspaper ads and advertising practice remains broadly const ...

Trust is increasingly important in a consumer-empowered world, so advertisers should thank heaven for the trust people have in newspapers, argues Neil Sharman. Consumers biggest problems are not pric ...

The paper presents a strategy for the integration of Internet site measures into multi-media reach/frequency. In so doing it explores the nature of Internet site reach; the use of fusion as a techniqu ...

The authors recently analysed the local delivery of national television schedules in concert with proposed purchases of spot radio weight on a Designated Market Area basis. The purpose of the analysis ...

The newspaper industry is working to transform itself into an even more powerful, versatile, cost-effective and advertiser-friendly medium for the 21st century. The National Newspaper Network explores ...

For any direct response press campaign, the basic media selection will initially be made using traditional media research sources. The author explains how response analysis can be used to define furth ...

While speculation about the increasing interaction between advertiser and consumer has largely concentrated on the electronic media, the quite dramatic developments already in place in the regional pr ...

Snapshots of the real world: these brief notes show that the actual costs achieved by newspaper advertisers vary widely, as measured by individually audited plans and buying results. Price negotiation ...

This article considers what data will enable inter-media decisions to provide the best return on investment. First, the literature on the subject, going back to the early 1960s, is reviewed. Three fac ...

Discusses the two sources of newspaper revenue - cover prices and advertising - and how the balance between them has changed, with cover prices rising faster than ad rates. Discusses the current high ...