Making the most of newspaper ads

Andrew Green

This paper examines techniques used to research newspapers. Newspapers offer the advertiser the ability to reach a reasonably well-defined audience on a regular basis; a wide range of sizes; different positions in the paper; unorthodox shapes of ads, colour, advertorials; inserts; and classified.

Making the most of newspaper ads

Andrew Green Ipsos MediaCT

World Press Trends (1) reports that the circulation of paid-for and free newspapers grew almost 15% in the five years to 2006. Around 1.4 billion people read a newspaper regularly and 515 million people buy one every day. It remains the world's second largest advertising medium after television.

Around $125 billion was spent on newspaper advertising worldwide in 2007, according to ZenithOptimedia (March 2008) - 27% of major media adspend globally. But this is down dramatically on the 35% share it enjoyed ten years previously.

ZenithOptimedia predicts that...

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