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 impact of COVID-19 on media strategy

Article • MediaSense, WARC Exclusive, March 2020

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

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, Vol. 60, No. 1, 2020, pp. 28-37

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

A neuroscientific method for assessing effectiveness of digital vs. print ads: using biometric techniques to measure cross-media ad experience and recall

Research Paper • Andrea Ciceri, Vincenzo Russo, Giulia Songa, Giorgio Gabrielli, and Jesper Clement, Journal of Advertising Research, Vol. 60, No. 1, 2020, pp. 71-86

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.

The Chicago Sun-Times: The Blank Page

Case Study • Case Studies on WARC, 2018

Newspaper The Chicago Sun-Times acquired new subscribers through an unconventional appeal to its younger audience.

Inside The Telegraph’s pivot from clicks to quality engagement

Article • Alex Brownsell, Event Reports, IAB Research Breakfast, February 2020

An overview of UK news brand The Telegraph’s strategy to increase reader attention quality.

Almacenes Éxito: Wednesdays Without VAT

Case Study • Case Studies on WARC, 2018

Retailer Almacenes Éxito increased sales and purchase frequency by siding with consumers in a protest against rising taxes in Colombia.

Brits won't pay for online editorial content

News • 13 February 2020

The UK has the lowest number of subscribers to online editorial content with just 8% of Brits currently paying for subscriptions, compared to 14% of US consumers and 38% of Norwegians.

Secret Deodorant (Procter & Gamble): Secret x USWNT – Equal Work, Equal Sweat, Equal Pay

Case Study • SABRE Awards, IN2, North America, Best in Brand Purpose, 2020

Secret Deodorant, a deodorant brand produced by P&G, pledged money to the US Women's soccer team to join them in their fight for equal pay to highlight its purpose to support strong, modern women.

How GQ extended its brand into sports

News • 05 February 2020

GQ, the lifestyle publication, successfully found a way to tap into consumers’ passion for sports by developing a brand extension that provides a unique insight into the lives of athletes.

How GQ Sports rapidly built a new lifestyle-media brand

Article • Stephen Whiteside, Event Reports, CES, January 2020

GQ, the lifestyle publisher, identified an opportunity to extend its coverage into the sporting world by providing a unique take on the lives of athletes.

Consumer reactions to animal and human models in print ads: How animals and people in ads influence the purchase-decision journey

Research Paper • 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.

Cosmetics ads should avoid scientific jargon

News • 24 January 2020

Cosmetics brands may benefit from steering clear of claims around artificial ingredients and avoiding scientific jargon to make a greater impact with print ads, according to a study in the Journal of Advertising Research (JAR).

Why The San Francisco Chronicle is doubling down on reader revenue

Article • 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.

Chinese appliance brand Vatti's weird wager on France's World Cup win pays off

Case Study • Jenny Chan, Case Studies on WARC, ROI Festival, October 2019

The little-known appliance maker Vatti capitalised on France's win in the 2018 FIFA World Cup, gambling on a marketing activation that paid off in absolute returns.

The perception gap around magazine media: why advertisers are missing out

Article • Anna Sampson, WARC Exclusive, December 2019

An overview of the latest research by Magnetic, the marketing agency for UK magazine media.

How consumers respond to ads in news content

News • 06 December 2019

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).

Assessing scientific claims in print ads that promote cosmetics: How consumers perceive cosmeceutical claims

Article • Jie G. Fowler, Les Carlson, and Himadri Roy Chaudhuri, Journal of Advertising Research, Vol. 59, No. 4, 2019, pp. 466-482

The area of scientific-related claims in advertising is ripe for additional investigative endeavor. This article aims to access the nature and potential deceptiveness of scientific-related claims that appear in cosmetics advertising.

The Guardian: Soulmates – Dating with a two track mind

Case Study • Data and Marketing Association, Bronze, 2019

The Guardian, a UK newspaper brand, launched innuendo-fuelled headlines on its dating section, Soulmates, to encourage sign-ups for like-minded people.