Best Practice Making the Most of Newspaper Advertising

Newspapers are the oldest large-scale advertising medium, which should make them better understood than other media. In practice, much basic research into the medium is very old and has not always been re-validated using up-to-date techniques.

The medium is diverse and complex, and differs in structure from country to country. In particular, the extent to which there are national (as opposed to regional or local) papers, varies widely and this affects the structure of the advertising markets the more local the medium, the more advertising is concentrated on retail-type advertisers1. However, the characteristics of newspaper ads and advertising practice remain broadly constant albeit with national quirks. Correspondingly, while the precise format and status of readership research and circulation auditing vary marginally, the principles are the same in, at least, the major advertising markets.