Newspaper Effectiveness

Using newspapers as a marketing channel

Newspaper Effectiveness


Stephen Whiteside, Event Reports, INMA World Congress, May 2015

This event report details how the Washington Post has transformed its strategy after being purchased by Jeff Bezos, the CEO of Amazon.


Jo Bowman, Event Reports, IAB Interact, May 2015

This event report looks at how publishers such as the Huffington Post are turning to native advertising as a way to draw in consumers wary of digital advertising such as banners.


Geoffrey Precourt, Event Reports, ad:tech San Francisco, May 2015

This event report outlines how the Guardian, the London-based print and online news provider, is adopting a challenger brand mentality to progress in the US.


Andrew Lazenby, Warc Exclusive, Customer Acquisition, May 2015
This article explains how to use press (including magazines) in customer acquisition.

Joseph Clift, Event Reports, iMedia Summit, April 2015

This event report looks at how publishers and brands are approaching native advertising, incluidng examples from MailOnline, the Daily Mail newspaper's online offering.


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 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