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.
WARC’s Chiara Manco looks back at ten years of the WARC Prize for Asian Strategy to see how Asia’s most effective marketing strategies adapted their channel selection in an ever-changing media landscape.
Local newspaper groups have been struggling for years in the digital age, but now Google has promised to help at least one British publisher find new ways of trying to make local digital news commercially viable.
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 ...
The Athletic has launched in the UK. Originating in the US, the in-depth sport journalism site has gone on an intense hiring spree for its ad-free platform, which aims to bring in ‘over six figures’ of subscribers.
Brands have become increasingly concerned about where their online ads are being placed, but this concern can be over-cautious when advertisers blacklist content on premium publisher sites without an understanding of the context of the editorial.
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.
Reach, publisher of the Daily Mirror, Daily Star and Daily Express, has reported a 20% drop in print advertising revenue across the group, a decline that coincides with a fall of 4% in circulation in the third quarter.
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.