HIT YOUR TARGET
Newspaper media has never been more powerful for advertisers as audiences increase with new products on a diversity of publishing platforms.
Society is spending more time than ever consuming journalism across its many and varied forms – print, web, mobile, tablet and apps.
When it comes to consumers use newspapers in print and digital formats, the Newspapers Today report (Australia) shows websites lead on breaking news and in-brief coverage while print newspapers lead on expanding knowledge, in-depth coverage, analysis and opinion.
In this article, we look at how advertisers can leverage the strengths of print and digital in combination to achieve their marketing and business goals.
A model for how advertisers can select the right channel to meet their needs is essential.
Focus groups with media agencies conducted by The Newspaper Works earlier this year revealed three main factors that influence an advertiser’s consideration
a medium’s reach and index against the target audience
the quality of the advertising environment – is it relevant to your brand, is it trusted?
how well does the medium meet your campaign goals, from building awareness to driving sales – and everything in between.
How print and digital newspapers
Multiple research projects in Australia, Britain and the United States suggest that while there is flexibility within each platform to meet an advertiser’s needs, each has vital strengths within a multi-platform approach*. This research showed that advertisers can take advantage of the complementary nature of print and digital newspaper platforms.
Compared with other media, such as TV, Radio and Outdoor, newspaper media as a whole excel in providing: • Trusted, relevant, and therefore effective, environments for advertising • High engagement with the product itself and with the advertising Combining this trust and engagement delivers very high proven ROI for advertisers. Analysis tends to show newspapers having the highest ROI of all channels.
Comparing the printed and digital newspaper platforms, the research reveals that when it comes to audience fit, both are similar to the population on age and sex, but both are slightly higher than the population in annual income. Therefore, when your strategy is audience-led, both platforms work hard.