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16 March 2021
Investing in news brands brings long-term benefits
NewspapersNewspaper audiencesBrand trust
Advertisers record better business effects, and over a longer term, when they invest in news brands, according to a new study by marketing consultant Peter Field.
Why it matters
Advertising in news brands has a significant effect on key drivers such as market share, pricing and profit, Field found from an analysis of 182 campaigns from the IPA Effectiveness Awards.
Ads appearing in news brands are increasingly associated with trustworthiness and high quality by readers – two growth factors for advertisers.
Fake news and disinformation online have driven record numbers of people to news brands looking for reliable news and analysis, and this has a knock-on beneficial effect on advertisers.
Over the last six years, the study found, the effect on trust in brands that advertise on a single news platform was up by 17 percentage points. And this rise was almost 50 percentage points when ads ran across a brand’s print and digital platforms.
“News brands … deliver incredibly strong business effects for brands. They are able to do this because of their strong impacts on brand trust and quality perceptions – two brand effects that are now most strongly linked to profit growth” – Peter Field, marketing consultant.