Print | WARC

Article • WARC Best Practice, January 2020

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.

What we know about newspaper effectiveness

Article • 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.

What we know about magazine advertising

Article • WARC Best Practice, November 2019

This article explains how magazines have adapted, redefined and reestablished themselves in an age where digital media has caused significant disruption.

What’s working in newspapers

Article • WARC Category Intelligence, January 2019

Global strategies, campaign updates and trends in newspapers.

What’s working in magazines

Article • WARC Category Intelligence, January 2019

Global strategies, campaign updates and trends in the magazines.

How to use magazines effectively in the media mix

Article • Marius Cloete, on behalf of Magnetic, WARC Best Practice, July 2017

This article provides a best practice guide to using magazine media, which offer marketers highly engaged consumers through the provision of professionally edited, original content – across an array of platforms – focussed on a particular passion point.

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.

The Times uses the COVID-19 ‘news surge’ to boost subscription revenues

Article • Alex Brownsell, Event Reports, Mediatel’s Future of Publishing online conference, June 2020

Why Times Newspapers opted against dropping its paywall for coronavirus-related content during the pandemic.

Google will pay some publishers for news content

News • 26 June 2020

Google has developed a licensing initiative that will see the internet giant pay participating publishers for high quality news content, while helping them build stronger relationships with readers.

Five key trends from the Reuters Institute Digital News Report 2020

News • 18 June 2020

Oxford University’s Reuters Institute for the Study of Journalism has surveyed more than 80,000 people in 40 markets to understand key trends affecting the news business for its latest report – here’s what you need to know.

Communications in the post-lockdown landscape: New rules for media strategy and planning

Article • Toby Roberts and Clare Chapman, Research on WARC, June 2020

Provides an overview of the profound changes we have seen in media consumption over the recent months of huge disruption to people’s daily routines.

Pandemic drives UK news readership to record high

News • 17 June 2020

Daily consumption of national print and digital news brands in the UK soared to over 30 million in the first quarter of the year, its highest ever number, according to the latest data from the Publishers Audience Measurement Company (PAMCo).

Does depicting gay couples in ads influence behavioral intentions? How appeal for ads with gay models can drive intentions to purchase and recommend

Research Paper • Bradley J. Bond and Justine Rapp Farrell, Journal of Advertising Research, Vol. 60, No. 2, 2020, pp. 208-211

This study examines the behavioral intentions of heterosexual and lesbian, gay, and bisexual (LGB) consumers following exposure to advertising featuring heterosexual or LGB imagery.

More people in the UK ‘actively avoiding news’

News • 21 May 2020

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.

‘Come together’: Why COVID-19 is having a huge impact on UK audiences

Opinion • Denise Turner, May 2020

New research from Newsworks, the marketing body for UK national newspapers, shows that the coronavirus pandemic poses a unique threat to consumers’ key priorities in life.

Indians turn to traditional media during lockdown

News • 01 May 2020

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.

Mixed messages from the world of Aussie magazines

News • 30 April 2020

While Bauer Media announces the temporary suspension of a number of print titles in Australia due to the effects of COVID-19 on ad revenue, iconic UK mag NME says it will launch a print edition Down Under.

El Tiempo: #WomenRewriteWomen

Case Study • Carolina Mejia, Annabelle Butler, Jane Dorsett, WARC Awards, Silver, Effective Social Strategy, 2020

Newspaper El Tiempo persuaded influential female writers to rewrite sexist headlines through a social and owned media campaign to highlight the problem of sexism in Colombia.

Healthcare at Home: Helping people sign up for a dignified death

Case Study • Kush Anand, Jitender Dabas, WARC Awards, Entrant, Effective Innovation, 2020

End-of-life care provider Healthcare at Home raised awareness about the lack of living wills in India, encouraging people to create their own to ensure dignified death.

The Times of India: Lost Votes

Case Study • WARC Awards, Silver, Effective Content Strategy, 2020

English-language daily the Times of India threw its might behind a voting rights campaign, raising its profile among younger readers in the country.

News • 20 April 2020

Marketers will be very alert to how the coronavirus pandemic has impacted consumer spending, but now a new study has revealed how it is also changing reading habits in the UK.

L'Oréal Paris: The Non-Issue

Case Study • Joy Molan, Rose Van Orden, WARC Awards, Bronze, Effective Use of Brand Purpose, 2020

L'Oréal Paris, the global beauty brand, used a special edition of fashion monthly British Vogue to champion age positivity and reconnect with British consumers.

Times of India: Out & Proud – India Comes Out of the Closet

Case Study • Saad Khan, Trinolda Colaco, WARC Awards, Gold and Evaluation Award, Effective Use of Brand Purpose, 2020

The Times of India newspaper sparked a nationwide movement to normalise LGBTQ with a special Out and Proud classifieds section in India.

COVID-19: Publishers are stuck between a reader rock and an advertising hard place

Opinion • 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.

The impact of COVID-19 on media strategy

Article • MediaSense, WARC COVID-19 Series, March 2020

An exploration of how the global coronavirus outbreak might impact ad spend across paid media channels.