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Article • 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.

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 we know about magazine advertising

Article • 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.

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.

Kwality Dairy: Noon Assembly

Case Study • Kush Anand, Jitender Dabas, WARC Awards, Shortlisted, Effective Innovation, 2019

Kwality Dairy, an Indian company that processes and handles dairy products, tackled the problem of vitamin deficiency among Indian children through a campaign centred around school assemblies.

McDonald's: The 1 Dirham Coin for the 1 Dirham Cone

Case Study • Tahaab Rais, Moushami Dighe Bhattacharya, WARC Awards, Shortlisted, Effective Innovation, 2019

Fast-food brand McDonald's used print to reinvigorate sales of its vanilla soft-serve ice-cream cone in the United Arab Emirates.

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 New York Times turns to television with “The Weekly”

Article • Stephen Whiteside, Event Reports, SXSW Interactive, March 2019

The New York Times, the news provider, is expanding onto television with a new show called “The Weekly”, a move that represents another step forward in the brand’s growing efforts at diversification.

Quartz gives news content a personal twist

News • 20 March 2019

Quartz, the news brand, is using chatbots and artificial intelligence as it seeks to personalise stories for its audience on a truly individual basis.

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.

The New York Times seeks to 'close the loop'

News • 12 March 2019

The New York Times is exploring multiple new ways of engaging with readers as part of its ongoing efforts to recruit and retain new subscribers, including joining the dots between its journalism and how that affects the wider world.

Can your advertisement go abstract without affecting willingness to pay? Product-centered versus lifestyle content in luxury brand print advertisements

Research Paper • Francesco Massara, Daniele Scarpi, and Daniele Porcheddu, Journal of Advertising Research, Digital First, February 2019

Advertising can focus on concrete product attributes or on lifestyle expressions and abstract benefits.

Cosmopolitan brings print to life with AR

Article • Stephen Whiteside, Event Reports, CES 2019, January 2019

Cosmopolitan, the women’s fashion publisher, is seeking to tap the power of mobile to reach its readers in new and compelling ways.

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.

Australians losing faith in local news, research shows

News • 12 February 2019

An overwhelming majority of Australians believe some local news is losing credibility as government and media owners increasingly set the news agenda, BBC research shows.

Who do you trust? The tech sector and traditional news sources

News • 24 January 2019

The tech sector is by far the most trusted industry, according to the latest Edelman Trust Barometer, which also highlights a growing trust gap between traditional news sources and social media.

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.

Subscription income is main focus for publishers in 2019

News • 15 January 2019

Editors and publishers from around the world expect digital display advertising to remain an important income stream this year – though over half say their main revenue focus will switch to subscriptions and membership.

NOW TV: Without women there are no stories to tell

Case Study • Giada Divisato, Luigi Mauriello, Silvia Giacomazzi, Alessandro Pastore, WARC Media Awards, Entrant, Effective Channel Integration, 2018

NOW TV, the internet TV by Sky, used Women's Day as an opportunity to make a statement and connect with millennials in Italy.

How models impact print ad effectiveness

News • 11 January 2019

The perceived behaviour of models in print advertising may help indicate the effectiveness of a brand’s messaging, according to a new study in the Journal of Advertising Research (JAR).

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: