What we know about newsbrand effectiveness

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.

Newspaper advertising is in decline as younger audiences prefer to read their news online. However, newsbrands have much to offer in terms of creating mass awareness or long-term share and profit growth, and as part of a multi-media campaign. In an era of ‘fake news’ they offer trusted environments, and advertising in a ‘hard news’ context is proven to increase engagement. Adverts placed in the right title and amongst relevant content can garner attention, engage readers, raise brand awareness and drive sales.


Newspapers – or newsbrands, as they are increasingly referred to, in order to reflect their cross-platform nature...

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