Considers the current thinking and reading on the subject of newspaper audiences, an evolving and complicated demographic that must now be measured across the channels on which news is read.
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.
Consumer responses to advertising in news content varies significantly depending on the medium used, according to a study published by the Journal of Advertising Research (JAR).
Case Study•
MRS Awards, Finalist, MRS Award for Innovation in Data Analytics, 2019
ArchDaily.com, a weblog covering architectural news, projects, products and events, created big data forecasts and an online forecasting dashboard to inform its content strategy in the UK, based on better insights.
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.
For the first time the US Capital’s paper of record will include its vice president of product on the masthead, reflecting the essential role that engineers play in building a successful publisher and the Post’s ability to attract them.
The Financial Times grew digital subscriptions by 11% in 2018 while its ‘North Star’ reader engagement metric, measured by the frequency and length of reader visits to FT.com.
HuffPost, the news and opinion site, has successfully boosted engagement with its readers after careful analysis of the time they spend with content and by developing a readership ‘loyalty funnel’.
Rupert Murdoch’s News Corp is reportedly developing plans to launch a news-aggregation platform later this year to provide an alternative to Google News and Facebook.
Guardian Media Group’s turnaround plan appears to have paid off after the publisher of The Guardian and The Observer newspapers reported that revenue rose 3% to £224.5m in the last financial year, enabling it to hit its break-even ...
Article•
Sam Peña-Taylor, WARC Exclusive, July 2019
The Face, the original lifestyle magazine born in London 1980 before folding in 2004, has returned with the same original purpose and a new media strategy.
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.
Media companies in Australia have reacted furiously after a New South Wales Supreme Court judge ruled they are responsible for ensuring defamatory comments aren’t made on their Facebook pages.
Summarises findings from a paper published in the Journal of Interactive Marketing on fake news, real problems for brands: The impact of content truthfulness and source credibility on consumers.
India’s media owners have benefited from the recent election spending spree and news channels (and their digital platforms) got another boost as viewership and engagement surged on counting day and brands took advantage.
Even as print sales are falling, mobile has significantly boosted local media audiences and is helping local newsbrands reach a younger demographic, new research shows.
Following the news that the Financial Times, the business newspaper title, has gained one million subscribers, the wider publishing industry is now witnessing the power that an engagement-focused membership model now holds and assessing where else ...
Research Paper•
Andrea Ciceri, Vincenzo Russo, Giulia Songa, Giorgio Gabrielli, and Jesper Clement, Journal of Advertising Research, Digital First, April 2019
Marketers can choose among various media to convey advertising, ranging from printed advertising on paper to websites through the Internet and mobile through smartphones and tablets.
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.
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.
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.
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.
