Newsbrand effectiveness - the evidence

Newsworks, the British marketing body for national newspapers, used meta-analysis and original research to establish that newsbrands are incredibly effective at supercharging campaign effectiveness in the multi-media landscape.

Background

At Newsworks we have lots of evidence about the impact of newsbrands and how they deliver engaged, attentive readers. We have many individual case studies to prove their effectiveness. We know that newsbrands are used by 80+% of winning IPA Effectiveness cases. However, in recent times advertising investment in print has declined at a faster rate than decreases in circulation, while digital revenues have not made up the shortfall. This perhaps stems from the view that print isn't sexy, or that newsbrands are no longer relevant, read by 'other people', (albeit 47 million of them each month, according to...

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