Planning for print and tablet reading
Sumran Kaul, Heather Andrew and Phil BardenNews UK, Neuro-Insight and Decode Marketing
New findings show that, contrary to popular belief, newspaper content will deliver similarly engaged readers – and thus advertising effectiveness – regardless of platform, and that content, and how it is displayed, primarily dictates reader behaviour.
This study describes a project conducted by Neuro-Insight and Decode Marketing on behalf of News UK, publisher of The Times and The Sun. It explores print and tablet newspaper consumption using a range of methodologies, including Steady State Topography (a neuroscience...