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Print

Print refers newspaper and magazine advertising. Print adspend, particularly in newspapers, has been in steep decline in many markets due to the rise of digital media, and the transfer of ‘classified’ advertising to platforms like Google. With the increase in digital as a news and information source, newspapers and magazines are evolving into cross-platform brands. To differentiate themselves from other websites, newspaper and magazine publishers now frequently promote themselves as high-quality contexts in which a brand can advertise.

Key Reading

Important papers from across the Warc database

This Best Practice paper offers guidance on reaching and engaging newspaper audiences. The paper looks into the strategic value of placing newspaper ads, overs an overview of how ad impressions are measured and points towards future multi-platform development in the sector.
A guide to integrating newspapers and newsbrands into the heart of a media strategy.
Best Practice paper summarising the best ways to use magazines as an advertising channel.
The very different experiences of reading newspapers and magazines on a tablet and in print.
This tool allows you to build adspend data for channels, including newspapers and magazines.

Case Study

This case study shows how Macmillan Cancer Support, a UK charity, struck a unique content partnership with a national newspaper's agony aunt to educate the audience about the charity's services.

Case Study

This case study describes how Daman, a health insurance company in the United Arab Emirates, used innovative printing technology to give the population some much-need vitamin D.

Case Study

This case study shows how Three, a mobile operator, used a humorous campaign to introduce a more customer-centric value proposition and increase sales.

Case Study

This case study describes how Octasa, a branded medicine for treating ulcerative colitis (UC) in the UK, used a communications campaign to break out of an undifferentiated market and become the prescribed drug of choice.

Case Study

This case study describes how Certsure, a market-leading umbrella company for electrical certification in the UK, created a refreshed brand to deal positively with a merger and maintain member numbers.

Case Study

This case study demonstrates how AIA Singapore, a leading insurance company, launched a first-in-market wealth accumulation product that combined both savings and investment components in one single plan.
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Article

This case study describes how Daman, a health insurance company in the United Arab Emirates, used innovative printing technology to give the population some much-need vitamin D.

Article

This event report discusses some of the challenges facing newsbrands, including the rise of "fake news", falling trust in media, ad fraud and questionable metrics from some of the main digital players.

Article

This paper describes how brands can plan a media strategy and maximise effectiveness with newspapers, or, more broadly, newsbrands that now enjoy enhanced reach as audiences increasingly access news online.

Article

This study for Newsworks, the UK body representing newbrands, explores consumer purchase decision journeys across the multitude of devices and sources that modern buyers consult, in order to shed light on where newsbrands can slot into the media mix in order to influence decisions.

Article

This article covers current thinking and reading on the effectiveness of newspaper advertising, a platform still capable of mass appeal; ads placed among relevant content can engage, drive awareness, and drive sales among readers.

Article

This event report covers Newsworks' Effectiveness Summit, in which three studies were advanced, covering brand health, effectiveness, and ROI; compelling evidence was heard that news brands are still very effective in the media mix, and that publishers may have swung too far toward digital.

Article

This article considers the current thinking and reading on the subject of newspaper audiences, an evolving and complicated demographic that must now be measured across the channels on which news is read.
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  1. Article

    This paper describes how brands can plan a media strategy and maximise effectiveness with newspapers, or, more broadly, newsbrands that now enjoy enhanced reach as audiences increasingly access news online.

  2. Article

    This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 96 individual markets back to 1980. The report outlines major shifts in the allocation of advertising budgets by media channel and global region.

  3. Article

    This article covers current thinking and reading on the effectiveness of newspaper advertising, a platform still capable of mass appeal; ads placed among relevant content can engage, drive awareness, and drive sales among readers.

  4. Article

    The current study applied a “mixture-amount modeling” statistical approach—used most often in biology, agriculture, and food science—to measure the impact of advertising effort and allocation across different media.
  5. Article

    This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 90 individual markets back to 1980.

  6. Article

    This article provides marketers with information and guidance on several major media channels.

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