Newspaper Effectiveness

Using newspapers as a marketing channel

Newspaper Effectiveness

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.

Warc Exclusive, May 2014
This article provides marketers with information and guidance on several major media channels. These include television, digital, print, radio, out of home and cinema are analysed.

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 study describes a printed campaign by Virgin media, the telecommunications company, which differentiated itself from the market. Research suggested that people felt a landline was a necessary evil in broadband service, and so the company used print ads to emphasise that their service was available without a landline, reducing costs.

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. The campaign included donated print ad space, a website and Facebook page.

Integrated Marketing Communications Council Europe, Silver, IMC European Awards 2013
This case study describes how The Times and the Sunday Times, the British newspapers, used the London Olympics to increase sales and maximise ad revenue from Olympic sponsors. The campaign ran in two phases: during the build up to the Games subscribers were invited to a series of events with famous sports-people; then the second phase focussed on creating showcase coverwraps for the papers that stood out on news stands. 1.4 million Olympic scrapbooks were also given away as a place to collect Olympic inserts from the newspapers.

Ian Gibbs, MRS Awards, Finalist, December 2013
This article describes how the Guardian, the newspaper group, developed a cross-media planning tool to encourage advertisers to use a broader range of its platforms. The company had found that most of its advertising revenue came from print, despite large multi-channel presence.




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