HIT YOUR TAR­GET

The Works - - FRONT PAGE -

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.

Choos­ing chan­nels

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

work to­gether

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.

Au­di­ence fit

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.

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