Newspaper Effectiveness

Using newspapers as a marketing channel

Newspaper Effectiveness

Yudhishthir Agrawal, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study explains how Johnnie Walker, the scotch whisky brand, reversed its decline in India by appealing to younger consumers with a brand extension.

Andrew Green, International Journal of Market Research, Vol. 56, No. 5, 2014
Newspaper and magazine publishing businesses are going through tremendous change. Readers are accessing content in multiple formats from multiple devices and are increasingly difficult to measure.

Warc Exclusive, July 2014

This article provides marketers with information and guidance on several major media channels.

Steve Thomson and Ozoda Muminova, Admap, July/August 2014

This article argues that newspapers and other news media can make a valuable contribution to word of mouth (WOM) around brands by accessing influencers who are more likely to talk about brands and ads.

Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how Allstate, a US insurance company, campaigned for a change in the law to protect young drivers and decrease deaths.

Research on Warc, NewsCred, April 2014
This report from NewsCred provides advice for brands on licensing high quality content from publishers. When it is not possible to achieve a large enough volume of good quality content in-house, brands can purchase the rights to republish content from a licensor.

Andrew Green, Warc Best Practice, April 2014
This Warc Best Practice paper discusses measuring and understanding newspaper audiences. The discipline is struggling to keep up with fast-changing consumption patterns, with many preferring newspaper websites to the print products.

Direct Marketing Association - UK, DMA Awards, Gold, 2013
This case describes a high impact, no-budget campaign by Harrison's Fund, a charity which seeks to raise awareness and funding for Duchenne Muscular Dystrophy.

Ian Gibbs, MRS Awards, Finalist, December 2013

This article describes how the Guardian, the UK newspaper group, developed a cross-media planning tool to encourage advertisers to use a broader range of its platforms.




An overview of using newspapers for marketing



Warc's pick of the most effective case studies


Checking the Pulse of Print Media

50 years of newspaper and magazine advertising research


Volkswagen: Driving top gear to India

Using India's top newspaper to build brand awareness