Newspapers: Advertising effectiveness

 

Erik du Plessis, chairman of Millward Brown South Africa, reports on an experiment looking at the effects on viewers of fast-forwarded commercials. Firstly he reviews current opinion on the effect of ...

Dr Robert Heath, Bath University School of Management, and Stuart McDonald, head of advertising insight at News International, present some new research that shows that press advertising is as effecti ...

Most data on newspaper readership offer measures of how many people see a given publication, but do not provide information on factors such as the size of an ad, and the impact this can have on consum ...

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 ...

Whilst the concept of churn is most regularly associated with newspaper circulation, this article argues that it can also be usefully applied to newspaper advertising. While the idea is not widely app ...

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 ...

Newspaper preprints have grown in importance. Despite media research showing readers value preprints in the newspaper package more than they do from other sources, newspapers risk the perception of me ...

Newspapers’ classified advertising services are under siege. Even though revenue is up in many markets, especially in employment advertising, the increase is masking the major problems traditional new ...

Maureen Duffy, CEO for the Newspaper Marketing Agency, looks at how UK newspapers have adapted and changed over the last forty years, to still guarantee a mass audience (something that TV finds increa ...

Retailers are sending the message that times are different. They are reinventing their business models, their businesses and themselves. They are striving for greater connectivity to their customers. ...

This study presents a quantitative examination of the qualitative impact of print media, both newspaper and magazine, on advertising effectiveness. Previous research has identified 39 distinct qualita ...

E-editions offer 'branded response' through an integrated marketing circle. Learn how newspapers in the United States, Germany, and Australia are applying these new editions.

This paper outlines a novel approach to researching a Surf washing powder promotional press ad that ran in The Sun newspaper in the UK. This ad campaign promoted a Golden Jubilee competition run by Su ...

Taking the guesswork out of advertising audience measurements has been the wish of advertisers, media buyers and newspaper executives for many years. Most of the time the measurements have been conduc ...

This article concentrates on women readership of Australian newspapers. The authors asserts that women have a stronger relationship with newspapers than they have with magazines. In spite of this news ...

Worldwide, newspapers rely on retail advertising for a substantial portion of total advertising lineage and revenues. Retail advertising can also be an important reason why some people read newspapers ...

This article introduces a study of the regional press published by the Newspaper Society. It consists of 9,000 interviews and examines the role of regional newspapers as part of mixed media schedules ...

The newspaper industry’s predominant economic model has remained fundamentally unaltered for more than 100 years. That is about to change.

Attention, privacy, price, speed, changing trends, and leadership. The consumer marketing game for newspapers is being influenced by new books and new ideas, including new measurements for success.

The author asserts that whilst newspaper advertising revenue, along with other advertising driven media, fell as the US economy slowed and September 11th took its toll, the importance of newspapers to ...

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 ...

How the Wall Street Journal commissions research to help clients evaluate their advertising effectiveness and demonstrate accountability. Describes the Wall Street Journal Subscriber Panel and the Cor ...

The author argues that publishers of newspapers and magazines have failed to capitalise on one of their greatest assets - their brand equity; and, as a result, are suffering from the Internet challeng ...

Describes a research programme for the New York Times, started 1996, to understand the value of advertising in NYT compared with other media. Reports on: 1) a previously unpublished research study (St ...

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 ...

This is one of a series of US media reviews published in March 1988 looking back to the previous year, and looking forward to the next. This one features Newspapers in the USA.

Classified advertising is a market critical to newspapers, and the World Wide Web is a medium that may make or break newspapers' future success in that market. Preliminary results from a Newspaper Ass ...

In 1992 Cebuco, the marketing and research organisations of the Dutch newspapers, invited 7 large non-newspaper advertisers to undertake experimental newspaper advertising to test the medium.