Newspaper Effectiveness

Using newspapers as a marketing channel

Newspaper Effectiveness


Joseph Clift, Event Reports, Advertising Week Europe, March 2015

This event report explores how one news brand has refined its gathering and understanding of data to drive its content strategy across a range of platforms.


Geoffrey Precourt, Event Reports, IAB Annual Leadership, February 2015

This event report shows the New York Times Co is enhancing the services it offers to brands by developing an in-house unit which is aiming to resemble a 'creative start-up'.


Sumran Kaul, Heather Andrew and Phil Barden, Admap, March 2015

This article explores the difference between print and tablet editions of newspapers, finding that readers are similarly engaged across platforms and that the way content is displayed dictates behaviour.


Geoffrey Precourt, Event Reports, IAB Annual Leadership, February 2015

This event report details the evolving strategy being pursued by the New York Times as it adapts to a future where smartphones increasingly dominate news consumption, as well as some lessons for other brands.


Warc Exclusive, February 2015

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


Tony Regan, Warc Best Practice, February 2015

This article sets out some key considerations for planning for newsbrands and gives advice for marketers wanting to make the most of this changing media.


Lena Roland, Event Reports, Marketing Society Annual Conference, November 2014

This event report relates how a "complete reset" of its business model turned around a failing newspaper brand.


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.

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.

WARC RECOMMENDS


WARC BRIEFING

Newspapers

An overview of using newspapers for marketing


RECOMMENDED CASES

Newspapers

Warc's pick of the most effective case studies


RESEARCH PAPER

Checking the Pulse of Print Media

50 years of newspaper and magazine advertising research


CASE STUDY

Volkswagen: Driving top gear to India

Using India's top newspaper to build brand awareness