Does size matter (or position, or colour,
James Walker and Daniele Cardillo of J Walter Thompson's Advanced Techniques Group present new findings on newspaper advertising effectiveness
Growing consumer individualism and increasing media fragmentation mean that newspaper readers have very idiosyncratic relationships with their newspapers. They will read them in their own way, perhaps regularly digesting certain editorial topics and assiduously avoiding others.
The effectiveness of an advertising campaign is therefore not determined by title selection alone, but also by attributes such as the positioning, size and environment of the advertising opportunity. These attributes underpin whether an advertisement is read or not, as well as being the basis of the future of media planning. And, in turn, agency media research needs are driven by how we envisage the future of media planning and buying.