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Newspapers’ Impact Study Adding a ‘wow’ kick start to magazine campaigns
Date: March 2011 (Ads tested December 2010)
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Newspapers have the wow factor to kick-start campaigns
Advertising in national newspapers is a great way to launch a campaign to connect with women. New NMA research amongst 445 women has shown that advertisers' messages to women have a powerful impact in newspapers. And that those ads stick in women's minds. Both effects are stronger in national newspapers than in the women's magazines on which many female-targeted brands focus their campaigns. The research also found that women put a very high value on reading their newspapers and are more likely to act on the advertising they see there. Newspapers offer a unique combination of:Mass reach: 11.9m women aged 16-60 read newspapers in an average week – 3.9m more than read a magazine.Engagement: newspaper advertising gets noticed in an environment where readers are on the lookout for ideas and information in a medium they trust to be well-informed and to be straight with them.Right-now delivery: 96% of newspaper readers read on the day of publication, compared to 20% for women's weeklies and 4% for women's lifestyle monthlies. That combination makes national newspapers the ideal medium to kick-start a campaign, launching the advertiser's message into the marketplace and ensuring that the campaign is highly visible from the outset.
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Research approach
All regular national newspaper readers: Quality readers: exposed to Cartier, Moët, J’adore Dior ads
Mid-market readers: exposed to Dolmio, Airwick, Galaxy, Purina ads
Popular /mid-market readers: exposed to Pringles, e.on, Hellmann’s, L’Oréal Revitalift ads
All also read women’s magazines nowadays: Weeklies readers : one cell exposed to Dolmio, Airwick, Galaxy, Purina ads and one cell exposed to
Pringles, e.on, Hellmann’s, L’Oréal Revitalift ads
Monthlies readers : exposed to Cartier, Moët, J’adore Dior ads
All main or joint household shoppers
Newspapers and magazines carrying relevant ads sent to respondents with instructions to attach Post-it notes to anything that stood out/captured attention (no mention of ad test or product category). Publications returned for analysis
Online follow up : media perceptions, ad awareness, category ad awareness, recognition & diagnostics
Ad Impact study - 11 ads in both newspapers & magazines : 445 Women aged 16-59
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Range of Publications and ads tested
In order to measure the impact of newspapers relative to magazines a broad range of adverts covering a wide cross section of advertising and publications was used.
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Creative tested: Quals & Monthly mags
Daily TelegraphFriday, December 3, 2010
Fractional, over two pagesPages 3 & 5
VogueDecember 2010
Double-page spreadPages 36 & 37
Source: Kantar Media Dec10 (Women regular quality newspaper and monthly magazine readers 142)
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Creative tested: Quals & Monthly mags
TimesThursday, November 18, 2010
Full pagePage 15
VogueDecember 2010
Full pagePage 34
Source: Kantar Media Dec10 (Women regular quality newspaper and monthly magazine readers 142)
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VogueDecember 2010
Double-page SpreadPages 8 & 9
Full PagePage 9
Double-page spreadPages 50 & 51
Daily TelegraphFriday, December 3, 2010
Sunday TimesSunday, December 5, 2010
Creative tested: Quals & Monthly mags
Source: Kantar Media Dec10 (Women regular quality newspaper and monthly magazine readers 142)
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Creative tested: Mids & Weekly mags
Daily MailMonday , November 22, 2010
Woman’s OwnNovember 15, 2010
Full PagePage 38
Full PagePage 26
Source: Kantar Media Dec10 (Women regular mid-market newspaper and weekly magazine readers 155)
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Creative tested: Mids & Weekly mags
Source: Kantar Media Dec10 (Women regular mid-market newspaper and weekly magazine readers 155)
The Daily MailMonday , November 22, 2010
Woman’s OwnNovember 15, 2010
Full pagePage 24
Full page inside back cover
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Creative tested: Mids & Weekly mags
Source: Kantar Media Dec10 (Women regular mid-market newspaper and weekly magazine readers 155)
Woman’s OwnNovember 15, 2010
The Evening StandardWednesday, November 10, 2010
Full PagePage 4
Full PagePage 28
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Creative tested: Mids & Weekly mags
Source: Kantar Media Dec10 (Women regular mid-market newspaper and weekly magazine readers 155)
The Daily MailMonday , November 22, 2010
Woman’s OwnNovember 15, 2010
Full PagePage 22
FractionalPage 55
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Creative tested: Popular/mids & weekly magazines
The Mirror,Tuesday , November 23, 2010
Woman’s OwnDecember 6, 2010
FractionalPage 6
Full PagePage 44
Source: Kantar Media Dec10 (Women regular popular/mid newspaper and weekly magazine readers 148)
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Creative tested: Popular/mids & weekly magazines
Source: Kantar Media Dec10 (Women regular popular/mid newspaper and weekly magazine readers 148)
The Mirror,Friday, December 3, 2010
Woman,December 6, 2010
Full PagePage 36
Full PagePage 36
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Creative tested: Popular/mids & weekly magazines
The Mirror,Friday, December 3, 2010
Woman’s OwnDecember 6, 2010
Full PagePage 30
Full PagePage 66
Source: Kantar Media Dec10 (Women regular popular/mid newspaper and weekly magazine readers 148)
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Creative tested: Popular/mids & weekly magazines
Double Page Spread Page 26 & 27
The Evening Standard Monday, November 29, 2010
Woman,December 6, 2010
Full PageBack cover
Source: Kantar Media Dec10 (Women regular popular/mid newspaper and weekly magazine readers 148)
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Key metrics – Impact & Ad recognition
The women were first asked to read the papers and magazines as they would normally, and put a Post-it note on anything that caught their attention. At this stage they had been given no indication what categories the researchers were interested in, and advertising was not mentioned, they were simply highlighting anything that caught their attention.
The next stage was to ask women what advertising they had seen in the publications
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Newspaper ads achieve 25% higher standout
Marked test ads in newspapers with Post-it
Marked test ads in magazines with Post-it
Source: Kantar Media Dec10 (Women regular newspaper and magazine readers 445)
40%average
32%average
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Newspaper deliver 25% more impact
In the new research, an average of 40% of women marked the test ads in newspapers, against 32% in magazines. In follow-up qualitative research, women like to see advertising that is aimed at them in their newspapers. They often feel that newspaper ads are all about "men's stuff", like motors. Seeing ads for such high-interest products as cosmetics and toiletries was, they said, a pleasant surprise. Ads that speak to them are in tune with the significant female-targeted editorial – newspapers feature more fashion, lifestyle and celebrity coverage than ever before, especially in the high-status, high-interest, high-impact main newspaper. Women said ads in newspapers stood out more than in magazines because there were fewer of them – they spoke about feeling "swamped" by magazine ads, and said they seemed to "morph into each other"
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Newspaper ads gain 18% higher recognition
71% average recognition in newspapers
60% average recognition in magazine
Source: Kantar Media Dec10 (Women regular newspaper and magazine readers 445)
+ 11% points
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Newspaper advertising sinks in deeper
The new NMA research found that ad recognition is stronger when the advertisement appears in a newspaper. Ad recognition averaged 71% in newspapers – 11% points above the magazines average – with a top score of 88% for the Dior ad in The Daily Telegraph. Ten of the 11 ads were recognised more strongly from newspapers than from magazines. And of course, as readership is significantly higher, this will have a considerable impact on response levels.
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“Love the perfume/colours used in this advert”
“This bottle caught my eye as did the writing”
“Distinctive advert, hard to ignore”
“An ad this size certainly stands out”“Very memorable advert”“Impossible to miss”
% of women marking ad with Post-it note
“Stunning advert for a top range perfume”
40% Double-page spread
65% Double-page spread
65% Full-page ad
Standout in newspapers higher than magazines
Telegraph
Sunday Times
Sunday Times
Telegraph
“I love this ad, makes me want to buy, classy”
“WOW!”“You can’t miss it, the model and her pose draw you in and the size of the print and product catch your eye”
“One of my favourite fragrances”
Source: Kantar Media/Quality Market Reading & Noting study,Dec10 (Women 142)
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“Right hand page is good – the first one I look at – Bold simple message”
“Striking photo” “Brilliant!” % of women marking ad with Post-it note
58%
27%
Comments written on Times Moët advert
“Expensive feel, classy, star quality”
Standout in newspapers higher than magazines
“Appropriate for this time of year”“Can’t miss this one”
“Elegant and beautiful like the champagne”
Source: Kantar Media Dec10 (Women regular quality newspaper and monthly magazine readers 142)
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Telegraph/Times
Vogue
% recognising
Stronger recognition in newspapers than monthly...
Source: Kantar Media Dec10 (Women regular quality newspaper and monthly magazine readers 142)
Vogue VogueTimesTelegraph
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“Looks very appetising I might try this one”“This jacket potato looks absolutely delicious”“Love the picture makes me want to try out different recipes”
“Will look into the recipes online”
Standout in newspapers higher than magazines
% of women marking ad with Post-it note
38%
36%
Full-page ad
Full-page ad, back cover
Comments written on Daily Mail Dolmio advert
Source: Kantar Media Dec10 (Women regular mid newspaper and weekly magazine readers 155)
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Daily Mirror
Woman’s Own
Daily Mirror
Woman Daily Mirror
Woman’s Own
Evening Standard
Woman
% recognising
Stronger recognition in newspapers than weeklies...
Source: Kantar Media Dec10 (Women regular popular/mid newspaper and weekly magazine readers 148)
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Daily Mail
Woman’s Own
Daily Mail
Daily Mail
Woman’s Own
Evening Standard
% recognising
Stronger recognition in newspapers than weeklies...
Source: Kantar Media Dec10 (Women regular mid newspaper and weekly magazine readers 155)
Woman’s Own
Woman’s Own
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What it is about newspapers and these adverts that powered the newspaper results
Exploring beyond the headline results consumers were asked to provide as much detail as possible about what the advert was advertising and what it was about the advert that had made it stick in their minds.
As a follow up they were asked why they thought the advert had stood out more/the same in the newspaper and magazine
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Newspaper advertising achieves higher stand out & recognition by capturing the mood- consumer verbatims
Source: Kantar Media/Quality Market Reading & Noting study,Dec10 (Women 142)
The model; I recognise her
from movies I have seen and I
found her particularly
appealing. She caught my
eye.
The champagne...I thought it
was very appropriate for this
time of year
Full page spread, the dress was
attractive and the word "Moët "
brought it to my attention
The position in the
paper, the size of it. The
attractive lady model
It was a full page advert with a good
photograph of Scarlett Johansson holding a
bottle of Moët. There is good use of contrast in
the photo and it is both dramatic and fun.
I think the black and white
and 'sparkle' factor made it
stick out
It’s a really good ad & gives the bubbly
feeling of enjoying drinking Champagne
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Newspaper advertising achieves higher stand out & recognition by creating interest – consumer verbatims
Source: Kantar Media/Quality Market Reading & Noting study,Dec10 (Women 142)
It was slightly
different from other
brand ads
The cute leopard cub and the
fact that there's no product
shown on the first page- you
have to turn over to see what
it's specifically advertising
Initially it was the leopard cub that
made me notice this advert. then I saw
that it was an advert for the Cartier
brand - very simple, very effective I
thought
Crisp colour scheme, the use of
a baby cub, elegant and eye-
catching writing, two page
spread
This is one of the adverts that I
have put a post-it note on. It is
very noticeable as the baby
leopard is so beautiful
The little leopard was
attractive and the ad
covered several pages
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Newspaper advertising achieves higher stand out & recognition by celebrating topicality – consumer verbatims
Crisps made into a Christmas tree
shape
Colour and festive
Because the Pringles are coming out of the tube in the shape of a
Christmas tree, it took up a whole page and it is bright red and gold
Merry Pringles slogan
The Christmas tree effect of the crisps, and bright colours
...colourful and modern
It’s big and bold
It was very clear and drew my attention
Source: Kantar Media Dec10 (Women regular popular/mid newspaper and weekly magazine readers 148)
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Newspaper advertising achieves higher stand out & recognition by sparking ideas – consumer verbatims
Hellmann’s mayonnaise bring on boxing day
It had a suggestion of how to use Hellmann’s Mayo with leftover turkey. I love mayo so it stood out to me!
The ad took up a whole page. It has large, brightly coloured words and images.
The colourful plate of food, also featuring a large picture of the mayo.
Tasty ingredients makes you want to try
It stood out and was relevant to me
Chill out turkey slogan
It's different, colourful, nice font letters
Source: Kantar Media Dec10 (Women regular popular/mid newspaper and weekly magazine readers 148)
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Newspaper advertising surprises and delights – consumer verbatims
The offer being advertised
The advert was in cartoon form which made me feel attracted to look at it. It was advertising how they can help you get energy fit
The ad was giving away free power-down plugs
The colours
Red banner and mice + message about draughts
The little cartoon mice trying to get under a door really sticks in my mind for EON.
The mice....I like the TV advert, and it reminded me of that
Large ad
Source: Kantar Media Dec10 (Women regular popular/mid newspaper and weekly magazine readers 148)
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Newspapers are essential for women
The research suggests that the newspapers' ability to communicate strongly and memorably is related to the high value that women put on reading their newspapers.
The women said that newspapers, much more than magazines, give them comprehensive information that's bang up-to-date, and presented in a way that engages with them so that they enjoy the process of getting informed.
While newspapers, with their right-now deadlines, have a natural advantage over magazines when it comes to news, the research found that newspaper features were also more likely to be regarded as cutting-edge.
Reading the paper is often part of a ritual, like sitting down for a coffee break. It is built into her day, underlining previous NMA research in which women said they make sure that they carve out time in their busy lives to read the newspaper.
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Perceived strengths of newspapers compared to magazines
Provides information that is current and up
to date
Reading is a ritual that keeps me in touch
More informative than other media
Gives me ideas and things to talk about
Newspapers Magazines
Offers cutting edge features
%
Source: Kantar Media Dec10 (Women regular newspaper and magazine readers 445)
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Confidence in papers adds value for advertisers
Not only do newspapers have a high status for their readers, the research also underlined how useful readers find both the editorial and the advertising in their papers.
They see their product reviews as more objective, so they are more likely to use the paper as a source of ideas – most said they have tried products advertised in their newspaper.
Useful articles and ads can be ripped out to be consulted during a shopping trip. And ads can get extra energy from placement near relevant editorial.
The high status of newspapers has a positive impact on newspaper advertisers – 72% of the women in the research agreed that companies that advertise in newspapers "show they are really confident in the product".
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Women’s perceptions of newspapers
85% agree
Seeing ads next to related articles makes them more memorable
and relevant
72% agree
Companies that advertise in newspapers show they are really confident in the
product
66% quality readers
prefer newspaper reviews as they are
more objective
Source: Kantar Media Dec10 (Women regular newspaper and magazine readers 445)
65% agree
that seeing food, cosmetics, snacks, household and utility adverts in a newspaper made them feel that their paper was including things that interest
them personally
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Newspapers drive action
71%often try the products
that have been reviewed
69% mid-market readers
often rip out newspaper clipping and refer to while
shopping
Source: Kantar Media Dec10 (Women regular newspaper and magazine readers 445)
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Advantages of newspapers
Women were asked if they were the head of marketing for the brand and they had a new advert to place what did they think the advantages would be to advertise their product in newspapers
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Newspapers have clear advantages for consumers
Scale of audience reachA wider cross section of
the public read the newspaper more so more people will be viewing
the ad, whereas magazines are targeted to a specific gender and age
group with specific interests which do not
cover a large section of the public
Source: Kantar Media Dec10 (Women regular mid newspaper and weekly magazine readers 155)
Saliency Reaches a wider audience on a more regular basis would keep the brand fresh in peoples minds
Stature of newspaperif reader spotted ad in their usual newspaper might lead to purchase, because newspapers are more "serious" than magazines, therefore might logically think that the newspaper some how endorses the product or makes it more acceptable and attainable.
Less ClutterAdverts stand out more as there are less of them in newspapers.
Speed of cover buildNational newspapers tend to be read by thousands of people so you are going
to appeal to the customers in a faster way.
Size adds to ImpactNewspapers are often larger therefore allowing for full page or even two page spreads.
Surprise factorIt could really stand out from all the other advertising there is in newspapers right now.
Reaching purchaser & recipientMore people will see it including men who will buy it for women
ImmediacyI believe the offers more in a newspaper. I don’t know why. Maybe it is because it’s more current and it’s daily and you know it’s up to date. With magazines, you probably think that it’s out of date
newspaper credibilityI think as well, probably just my cynical side, I think a magazine is being paid by the advertiser, I know a paper is as well but I always think of papers comparing it for me. . . I think they (magazines) don’t actually rate their products, they’re just there because they’ve booked space, probably very cynical of me to believe it, but I think the papers compare it and probably look at the look at goods before they put them in there.
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Newspapers have clear advantages for consumers
Editorial contextNewspapers tend to have reviews by respected wine critics, as well as their suggestions as to what to try in the drinks market. If you have previously enjoyed suggestions made by their critic, you are more likely to try another of their suggestions
Reaching high value customersGreater captive audience, possibly of a more affluent background and therefore more likely to purchase champagne.
Proximity to usePeople read it, especially on trains later in the day when they may want a drink
Examples of comments for ‘Alcoholic Drinks’
Source: Kantar Media/Quality Market Reading & Noting study,Dec10 (Women 142)
Pick up day of week from previous research
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Newspapers have clear advantages for consumers
Tapping into mindset
Catch people looking for a quick
and easy supper
Reaching breadth of HHs to drive penetration
Mass market to hit as this product appeals to
all
SaliencyWider readership - males and females of all ages on
a more regular basis -
Examples of comments for ‘Food’
Source: Kantar Media Dec10 (Women regular mid newspaper and weekly magazine readers 155)
Fits with behaviour
People looking for bargains in the newspaper
will find it
Proximity to purchaseAccessible to more people, may lead to
people buying product on way home
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Newspapers have clear advantages for consumers
ImpulseCould encourage an
impulse purchase at the train station if people are reading it on the way to
work
Proximity to purchaseTarget people when they are travelling and might prompt a purchase whilst
hungry and en route
SaliencyWider readership on a more regular basis. The more often people see it the more they will remember it, and the more likely they are to make it
their first choice when buying.
Examples of comments for ‘Chocolate’Snacking occasion
Many people eat chocolate when reading a newspaper; the two go
together. Also, people buy newspapers at the newsagents which
also sell chocolate
Source: Kantar Media Dec10 (Women regular mid newspaper and weekly magazine readers 155)
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Newspapers have clear advantages for consumers
Size creates impactNewspapers are often larger therefore allowing for full page or even two page spreads.
Reaching the gift purchaser and recipientAt Christmas time you may remind men of the need to buy the women in their life a present and it could be perfume - men may not read glossy magazines where perfumes are usually advertised
Examples of comments for ‘Fragrance’
Source: Kantar Media/Quality Market Reading & Noting study,Dec10 (Women 142)
Reaching the purchaserMore likely to reach men who would choose perfume based only on advert. Men often buy perfume for Christmas and birthdays and would probably feel that a perfume which was advertised would probably have a status!
Surprise elementIt would be less expected so would have a greater impact, also it would reach a wider audience
Stature of paperNewspapers are more widely respected and therefore advertising in newspapers is regarded more highly and considered to be of a higher and more reliable standard.
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Newspapers have clear advantages for consumers
Higher impact, less clutteredIt is more likely to be noticed
because there are fewer adverts in newspapers; and larger adverts
are more likely to capture attention. In magazines, there are
too many advertisements and they all look the same after a while. This doesn't happen in
newspapers.
Greater exposurewider coverage and a greater diversity of readers, so more exposure for your product
Examples of comments for ‘Luxury Accessories’
Reaching the purchaser &recipientYou are widening your audience because a lot of people buy the newspaper, men tend to read newspapers more then women they often don't know what to buy women so are more likely to buy a product that has caught their eye in the paper. More affluent audience
The market would be intelligent people who earn good money and choose wisely to buy products
Impact from sizelarger pages to show the product and grab the attention
Source: Kantar Media/Quality Market Reading & Noting study,Dec10 (Women 142)
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Newspapers have clear advantages for consumers
ImmediacyI think it is good to
know where and when are offers in stores for
Cosmetics.
ImpactI think more people would take a double
look at the advert in the newspaper
Proximity to purchasePeople are reading it &
then go shopping so might buy product
Purchaser & recipientAppealing to the male of
the household - the boyfriend or husband who wouldn't read a woman's
magazine.
Editorial ContextCan put [the
adverts] next to celeb photos, on
lifestyle pages etc
Examples of comments for ‘Cosmetics’
Source: Kantar Media/Popular Market Reading & Noting study,Dec10 (Women 148)
Easy portable reminderAppeals to both male and female, can be ripped out and kept as a reminder by the person reading the newspaper
TimingThe other thing about the difference between a newspaper and a magazine, I have a monthly magazine and it’s always like a month early so Christmas was in November.
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Newspapers have clear advantages for consumers
Broader reachWide readership; all sorts might buy air
freshener and you're not restricting your
readership. Somehow seems more serious in a
newspaper.
More attentive audiencepeople spend longer and
concentrate more when reading daily newspapers than weekly
women's mags
Stature & authorityPeople tend to take
products advertised in newspapers more
seriously
Examples of comments for ‘Household’
Source: Kantar Media Dec10 (Women regular mid newspaper and weekly magazine readers 155)
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Newspapers have clear advantages for consumers
Key hard to reach audiences
Men tend to choose things like that [energy
providers] and more likely to read newspapers
Editorial ContextThe readership is looking for
concrete information and probably reads the paper thoroughly
Breadth of reachA newspaper is bought by all kinds of people
and the ad would have a broader audience type
Size drives ImpactThe pages are bigger
therefore advert would be larger and more eye-catching.
newspapers appeal to both men and women and a broader range
of readers
Examples of comments for ‘Energy Provider’
Less clutteredNewspaper ads
sometimes stand out a bit more
because newspapers have
less advertisements.
Source: Kantar Media/Popular Market Reading & Noting study,Dec10 (Women 148)