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.
Ian Gibbs, WARC Best Practice, March 2017
This paper describes how brands can plan a media strategy and maximise effectiveness with newspapers, or, more broadly, newsbrands that now enjoy enhanced reach as audiences increasingly access news online.
Brands’ digital safety concerns, coupled with evidence to suggest that people are more likely to trust their local news outlets, ought to present an opportunity for media brands if the issue of scale can be addressed.
Following the announcement of Apple News Plus subscription service, media firms are once again weighing the promises of tech platforms’ high-reach albeit mediated relationships with readers against direct traffic.
The New York Times is exploring multiple new ways of engaging with readers as part of its ongoing efforts to recruit and retain new subscribers, including joining the dots between its journalism and how that affects the wider world.
News Corp, the media and information services company, reported strong paid digital subscriber growth at its flagship titles during the past quarter, as its CEO reaffirmed a commitment to quality, and repeated calls for tech giants to pay a ...
Data for 12 key markets from WARC’s International Ad Forecast show that total print ad revenue – across newspaper and magazine publishers – has more than halved between 2009 and 2017, and is projected to dip by 6.4% to $44.5bn this year.
GLOBAL: News publishers, hard hit by the switch to digital and a loss of print advertising revenue, are exploring new business models as they seek to counter a global loss of £28bn in revenue over the past five years, according to a new WARC ...
LONDON/OXFORD: Although consumers continue to value online news brands, especially in an era of “fake news”, many see little point in paying for their content, yet new research suggests there are effective ways of encouraging consumers ...
This report examines the long-term effects of advertising in six different media channels: TV, print, out of home, online video, radio and online display, through an analysis of 504 campaigns across 29 advertisers.