Word of mouth: Print media's talkability

This article argues that newspapers and other news media can make a valuable contribution to word of mouth (WOM) around brands by accessing influencers who are more likely to talk about brands and ads.

Word of mouth: Print media's talkability

Steve Thomson and Ozoda MuminovaKeller Fay Group and Guardian News & Media

Quality newspaper readers are big infuencers and their conversations around news tend to take place at work, with lots of opportunity to stimulate WOM.

It is well established that advocacy and positive word of mouth (WOM) are desirable assets for any brand. These are more than 'nice-to-haves', as they have been shown to have a measurable impact on key brand measures – sales, search, web visits, and more. For example, analytics specialist MarketShare found that significant increases in sales are obtained...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands