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What we know about newspaper effectiveness

Article • WARC Best Practice, January 2019

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.

What’s working in newspapers

Article • WARC Category Intelligence, January 2019

Global strategies, campaign updates and trends in newspapers.

How to plan an effective newspaper campaign

Article • 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.

How measuring engagement gained the Financial Times 1 million subscribers

Article • Brian Carruthers, Event Reports, The Digital Transformation Conference, May 2019

The Financial Times has successfully built a digital subscription business around driving engagement.

Local news publishers buy in automated news

News • 10 April 2019

A total of 329 print, digital and radio outlets across the UK are now using stories generated by Radar, the Press Association’s automated news service.

Apple: news considers its pact with big tech

News • 04 April 2019

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.

Financial Times reaches a million paid-for readers

News • 02 April 2019

Total paid-for readership of the Financial Times has broken through the million-reader mark for the first time, according to owner Nikkei.

The Guardian looks beyond advertising for future growth

Article • Alex Brownsell, Event Reports, ISBA Conference, March 2019

The Guardian, the newspaper brand, is prioritising the development of reader-generated revenues amid concerns about the state of the advertising market.

Making the news – how West Australian Newspapers is going national

News • 20 February 2019

The West Australian is making a play to enter the national market, taking on a paywall model, while remaining hyper local in focus.

Direct to publisher ad transactions on the rise

News • 21 January 2019

A number of major publishers and agencies in Europe expect more ad inventory to be sold via direct deals this year as they seek to reduce their exposure to open exchanges.

Print ad revenue plummets at Reach

News • 09 October 2018

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.

Innovations in print advertising

Article • Emma Phipps, ANA Magazine, ANA Magazine, September 2018

As digital marketing takes over, brands are using print to stand out in new and exciting ways in the US.

Adstats: Print and digital publishing

Article • Admap, September 2018, pp. 48-49

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.

UK press revenues more than halve in a decade

News • 29 June 2018

LONDON: An independent review into the state of high-quality journalism in the UK has released evidence that overall press industry revenues have declined by more than half over the past decade.

Print spend heads to digital in Australia

News • 02 May 2018

SYDNEY: Ad spend on print news media is continuing to drop in Australia, but digital appears to be picking up the slack with advertisers, according to new figures.

When the Financial Times took on the fraudsters

Article • Sam Peña-Taylor, Event Reports, ISBA annual conference, March 2018

The Financial Times favours direct relationships with advertisers which theoretically reduces its exposure to fraud.

India's newspapers face difficult times

News • 27 March 2018

NEW DELHI: Rising newsprint costs and a government move to publish ads of tender notices digitally are set to have an adverse impact on India’s newspapers.

Find the cross-platform key audience for newsbrands

Article • Geoff Wicken, Admap, April 2018, pp. 42-43

Outlines the value of the Key Multiple Device Audience and how to identify it, as well as explaining how newsbrands need to focus on their 'core' digital readers.

Newsbrand effectiveness - the evidence

Research Paper • MRS Awards, Finalist, Media Research, 2017

Newsworks, the British marketing body for national newspapers, used meta-analysis and original research to establish that newsbrands are incredibly effective at supercharging campaign effectiveness in the multi-media landscape.

The future of news in Australia: balancing tech vs content

Article • Brooke Hemphill, Event Reports, Inform News Media Summit, September 2017

This article outlines the challenges how Fairfax Media and NewsCorp Australia are taking on print advertising revenue declines as Google and Facebook become increasingly influential.

Digital drives record UK adspend in 2016

News • 25 April 2017

LONDON: Digital formats helped drive UK adspend 3.9% higher in the fourth quarter of last year, the highest grossing quarter on record, according to the Advertising Association/WARC Expenditure Report.

Newsbrands foster trust

News • 03 March 2017

LONDON: Newspapers may have their problems regarding falling print circulation, but newsbrands still command extensive reach via digital platforms, offer a trusted environment for brands and can significantly boost ROI, an industry figure argues.

Aussie media agencies criticised

News • 01 February 2017

SYDNEY: Australian news media saw advertising revenues fall 7.5% in 2016, with industry figures expressing criticism of the role played by media agencies in allocating clients' budgets.

Adstats: International Ad Forecast

Article • Admap, February 2016, pp. 48-49

This brief article rounds up the international forecasts for 2016.

How to use press (including magazines) for customer acquisition

Article • Andrew Lazenby, WARC Exclusive, A Practitioner's Guide to Customer Acquisition, January 2016

This article explains how to use press (including magazines) in customer acquisition.

How does effectiveness vary by media channel?

Article • WARC Evidence, October 2018

Looks at how different channels deliver different outcomes and advises on the optimal roles of different channels, as well as the dominant medium for reach, impact and scalability.
Trend Snapshot: Media in the subscription economy

Article • Alex Brownsell, WARC Trends, October 2018

Discusses the importance of subscriptions in a time of declining print revenues through digital advertising sales and explores how best to tackle them in order to better engage consumers.
The total impact of advertising

Article • Andrew Challier, Nick Pugh and Matt Chappell, Ebiquity, 2018

This report brings together analysis of the short-term and long-term effects of advertising to offer a complete picture of the impact advertising has on the bottom line.
The long-term impact of advertising

Article • Matt Chappell, Ebiquity, 2018

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.
The short-term impact of advertising

Article • Andrew Challier and Nick Pugh, Ebiquity, 2018

This report explains how to measure 'responsible ROI' and examines the short-term ROI of six different media channels: TV, print, out of home, online video, radio and online display, through an analysis covering 11 sectors and over 1,950 campaigns.
Global Ad Trends: Print and digital publishing

Data • James McDonald, WARC Data, June 2018

This report summarises the latest research from WARC's Data platform, with a focus on print and digital publishing. Key findings include: