Article
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WARC Best Practice, December 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.
Article
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WARC Category Intelligence, January 2019
Global strategies, campaign updates and trends in newspapers.
Article
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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.
Opinion
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Chiara Manco, May 2020
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.
Opinion
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Alex Brownsell, April 2020
Publishers hope to emerge from the crisis by fortifying brand and user relationships – even if that means accepting short-term pain, writes Alex Brownsell.
Article
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MediaSense, WARC COVID-19 Series, March 2020
An exploration of how the global coronavirus outbreak might impact ad spend across paid media channels.
Article
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Alex Brownsell, Event Reports, IAB Research Breakfast, February 2020
An overview of UK news brand The Telegraph’s strategy to increase reader attention quality.
Research Paper
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Rohit H. Trivedi and Thorsten Teichert, Journal of Advertising Research, Digital First, January 2020
Animals have been used in advertisements for decades, yet little is known about the effects on consumer reactions along the entire purchase-decision process.
Article
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Alex Brownsell, Event Reports, INMA’s European News Media Conference, September 2019
Looks at how The San Francisco Chronicle is tackling the issues of declining print revenues and local engagement.
Article
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WARC Category Intelligence, November 2019
Global strategies, campaign updates and trends in print media.
News
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20/09/2019
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.
News
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06/09/2019
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 ...
News
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06/08/2019
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.
Article
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Denise Turner, WARC Exclusive, June 2019
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.
Article
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Brian Carruthers, Event Reports, The Digital Transformation Conference, May 2019
The Financial Times has successfully built a digital subscription business around driving engagement.
News
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10/04/2019
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.
News
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04/04/2019
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.
News
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02/04/2019
Total paid-for readership of the Financial Times has broken through the million-reader mark for the first time, according to owner Nikkei.
Article
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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.
News
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20/02/2019
The West Australian is making a play to enter the national market, taking on a paywall model, while remaining hyper local in focus.
News
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21/01/2019
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.
News
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09/10/2018
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.
Article
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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.
Article
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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.
News
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29/06/2018
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.
