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Key reading


Understanding and measuring newspaper audiences

This Best Practice paper offers guidance on reaching and engaging newspaper audiences. The paper looks into the strategic value of placing newspaper ads, overs an overview of how ad impressions are measured and points towards future multi-platform development in the sector.
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Understanding magazine audiences

Best Practice paper summarising the best ways to use magazines as an advertising channel.

Planning for print and tablet reading

The very different experiences of reading newspapers and magazines on a tablet and in print.

Warc adspend database: Print

This tool allows you to build adspend data for channels, including newspapers and magazines.

Latest case studies

British Institutes: Is your English a bit rusty?

This case study explains how the British Institute, the body for the promotion of the English language overseas, ran a campaign in Italy to increase registrations to courses.

Epiphone: The Les Paul Skill Check

This case study shows how Epiphone, the American guitar brand, launched a new signature Gibson Les Paul in Germany with a Shazam challenge to engage guitar players.

Johnnie Walker Blue Label: "A gentleman's wager" viral campaign

This case study describes how Johnnie Walker repositioned itself in the post-Global Financial Crisis (GFC) luxury category by subverting the norms of deluxe whiskies and emphasising its credentials.

Robert Tailor Shop: Anti-corruption suit

This case study looks at a Paraguayan campaign from Robert Tailor's shop to raise awareness of the political reality and the outrageousness of corruption, by positioning the brand as an ally of the people.

Latest articles

Millward Brown on why salience isn’t everything - and magazines still matter

This event report considers the latest response to the influential Byron Sharp book 'How Brands Grow', in which he argued that the main thing that matters for brands is getting noticed.

What we know about Newspaper Effectiveness

This article 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.

The NME's man-in-the-moon moment: How an iconic magazine went free

This event report explains how NME, the music magazine, has adapted to the digital age by focusing on digital and making its print magazine free.

Nobody owns an audience: how publishers are finding and keeping readers

This event report covers publishers' tactics for overcoming the internet's undoing of demographics and curation, and how, where, and why content should be served.

Want to find out more? Contact us

Monique Dolbin


Monique Dolbin
+1 202 778 0680

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200