Newspaper reader need.states

Caroline Vogt
News International

The reader need.states project developed from discussions between News International and advertisers and media planning agencies who wanted a better understanding of the newspaper reading experience, largely as a result of three factors.

  1. With media choices open to consumers 24 hours a day, accessible virtually anywhere, what is the role of newspapers? Are they still the breakfast, informative medium?

  2. Commercial partners wanted to understand how they could harness the relationship readers have with their paper.