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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

UPS: United problem solvers

This case study explains how UPS, the package delivery company, shifted its communications to focus on problem solving to appeal to small and medium sized businesses in the UK and Germany.

Stylight/Shazam: The Fashion Mag Hijack

This case study describes how Stylight, the online shopping platform in Germany, got itself noticed by turning a fashion magazine into a shopping tool with the help of a mobile phone.

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.

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

Trinity Mirror: Understanding audiences to create content to be shared

This event report details research from Trinity Mirror, the UK regional newspaper group, that sought to understand and segment its audience is a more contemporary way.

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.

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.

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.

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