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.
After an initial spike in news consumption during the COVID-19 crisis, more people in the UK now say they are trying to avoid the news – the most common reason being worries about the effect on their mood.
Many changes in spending habits can be expected as Indian consumers adjust to life in lockdown and at least one factor identified in a new survey is a surge in demand for traditional media, such as TV and newspapers.
Publishers and broadcasters struggling to reach under-35s will have to radically rethink their content, the platforms they employ, and the formats they serve up, according to a new transatlantic digital tracking study from the Reuters Institute for ...
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.
In the last five years we have seen a global shift in where consumers are spending their time, with people spending on average over 11 hours a day consuming media in some form across platforms – which has affected how people find their news.