Newspaper Effectiveness

Information and insights on using newspapers as a marketing channel

Newspaper Effectiveness


Neasa Cunniffe, Account Planning Group - (UK), Silver, Creative Strategy Awards 2013
This case study describes a campaign by the British government Department for Communities and Local Government, which sought to increase the numbers of people who regularly test the smoke alarm in their home is working. They wanted to achieve this by creating an association between testing a smoke alarm and changing clocks, as previous campaigns had already emphasised the importance of this.

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.

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.

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.

Integrated Marketing Communications Council Europe, Gold, IMC European Awards 2013
This case study describes a campaign by SOS Kinderdorpen, a Belgian non-governmental organisation, which targeted six industry leaders through direct mail. The organisation provides homes for abandoned children, and was in urgent need of funds to renovate a children's home.

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.

Jay Chiat Strategic Excellence Awards, Honourable Mention, October 2013
This case study describes a campaign by Allstate, the American car insurance company, to pass a new law for teen drivers which Allstate thought would reduce deaths. Allstate had found that states which had introduced 'graduated drivers licensing' had teen death rates up to 40% lower than states which had not.

Jay Chiat Strategic Excellence Awards, Honourable Mention, October 2013
This case study describes a campaign by The Contributor, a not-for-profit newspaper distributed by homeless people in Nashville, US, to change perceptions of the paper. The newspaper wanted to help people get off the street by helping them into employment, but having no home address created a significant barrier.

Dhiren Amin and Akhilesh Nath, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes how Saffola, the cooking oils manufacturer with the heart-health positioning, used a campaign aimed at fathers aged over 30 to increase take up of heart age tests in India. Research suggested that men aged over 30 avoided considering heart health and so Saffola targeted them with a 'superdad' campaign.

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CASE STUDY

Volkswagen: Driving top gear to India

Using India's top newspaper to build brand awareness