Newspaper Effectiveness

Using newspapers as a marketing channel

Newspaper Effectiveness

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.

Institute of Communication Agencies, Silver, Canadian Advertising Success Stories, 2015

This case study describes how TD Bank launched its 'Dear Mortgage' campaign in Canada to differentiate its mortgage offers from those of its competitors and redefine the relationship homeowners have with their mortgage.

Tony Regan, Warc Best Practice, February 2015

This article sets out some key considerations for planning for newsbrands and gives advice for marketers wanting to make the most of this changing media.

Lena Roland, Event Reports, Marketing Society Annual Conference, November 2014

This event report relates how a "complete reset" of its business model turned around a failing newspaper brand.

Pieter-Paul von Weiler and Brigitte Bayard, Account Planning Group - (Australia), Grand Prix, Best insight/input, Creative Strategy Awards 2014

This case study explains how an anti-smoking campaign by the Australian government changed minds by the psychological insight that smokers are more scared of suffering a painful death than the act of dying itself.

Direct Marketing Association - US, Silver, DMA International ECHO Awards, 2014

This case study, submitted by OgilvyEntertainment, describes how science and technology company DuPont raised its profile in India by collaborating with others to bring sustainable innovation to help India grow.

Matt Jones, Emily Harlock, Craig Mawdsley and Marie Oldham, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case case study explains how The National Lottery, the UK lottery that collects money for good causes, engaged people with the game when increasing its price point.

Naofumi Akamine, Oscar Takahashi, Maryoli Alcala, Alfonso Carranza, Julio Ortega, Joe Gusukuma and Ider Cifuentes, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how Toyota, the car company, introduced a subsidiary model in Peru, filling a gap within the SUV class within its brand portfolio.

Amanda Jones and Brenda Imeson, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014

This case study demonstrates how Aldi, the low-cost supermarket in the UK and Ireland, grew revenue by addressing the problems of a perceived lack of range and the social stigma attached with shopping there.




An overview of using newspapers for marketing



Warc's pick of the most effective case studies


Checking the Pulse of Print Media

50 years of newspaper and magazine advertising research


Volkswagen: Driving top gear to India

Using India's top newspaper to build brand awareness