Article
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WARC Best Practice, January 2019
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
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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.
Article
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WARC Best Practice, January 2019
This article explains how magazines have adapted, redefined and reestablished themselves in an age where digital media has caused significant disruption.
Article
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WARC Category Intelligence, January 2019
Global strategies, campaign updates and trends in newspapers.
Article
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WARC Category Intelligence, January 2019
Global strategies, campaign updates and trends in the magazines.
Article
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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.
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.
News
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15 August 2019
Magazine publishers Condé Nast and Hearst are restructuring their sales and marketing divisions to better serve advertisers, while disappointing results at Axel Springer could herald changes there under its new private equity partnership.
News
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09 August 2019
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 ...
Research Paper
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Bradley J. Bond and Justine Rapp Farrell, Journal of Advertising Research, Digital First, July 2019
This study examines the behavioral intentions of heterosexual and lesbian, gay, and bisexual (LGB) consumers following exposure to advertising featuring heterosexual or LGB imagery.
Article
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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.
Case Study
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MIXX Awards, Gold, Virtual Reality, 2019
Vodafone, a telecommunications brand, partnered with Turkish newspaper Hurriyet to create a red button on its website which highlighted the phrases or sentences used in the media that are strengthening negative gender stereotypes.
Article
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Tini Sevak, WARC Exclusive
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.
News
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26 June 2019
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.
Article
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Research on WARC, June 2019
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.
Case Study
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Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2019
KFC, the fast food brand, remedied its sales loss in the UK with an integrated campaign that brought back its iconic figurehead and used the reason for the chicken shortage as the anchoring message.
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.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
Harpic, a toilet bowl cleaner brand, increased brand awareness in India by launching matrimonial newspaper ads to show people the necessity of having a toilet.
News
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12 June 2019
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.
News
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11 June 2019
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.
Article
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Geoffrey Precourt, Event Reports, ARF AUDIENCEXSCIENCE, April 2019
The New York Times Co., the media company, believes that contextual targeting represents a powerful resource for marketers.
News
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21 May 2019
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 ...
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.
Case Study
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Case Studies on WARC, World Retail Awards 2019, Entrant
Waitrose & Partners, a supermarket chain, increased its product sales with its 365 Steps to Better Health Campaign in the UK.
Case Study
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Case Studies on WARC, World Retail Awards 2019, Entrant
Waitrose & Partners, the supermarket chain, uses its Waitrose & Partners Food magazine and app to maintain its distinctiveness and relevance in an increasingly fragmented grocery market in the UK.
