Innovative Advertising Solutions Blog

Innovative Advertising Solutions

Research shows newspaper advertisements across platforms deliver best results

29 July 2013 · By Suzanne Raitt

Just as newspaper content extends across all platforms, research — from news media companies like Aftenposten and MPG — indicates advertising should also migrate from print to online to mobile.

Newspapers extend across media. So the advertisments can — and should — be delivered the same way. There is robust research to demonstrate the soundness of this “one-two” advertising strategy.

Norwegian newspaper Aftenposten  undertook research with its print and Web products. The company investigated key advertiser issues. On every element measured, advertising in both places, print and Web, was more effective than print alone:

  • Advertising recall was boosted by 35%.

  • The link between the message and the advertiser (i.e. knowledge of advertiser) was 36% higher using both products.

  • Ad engagement went up by 51%.

  • And, finally and most importantly, intention to take action went up by 85%!

Media house MPG investigated the question of effectiveness of one media versus a multi-media buy. The research included not just hard metrics but qualitative evaluations, as well. MPG concluded that multi-media was more effective for advertisers.

Kate Cox, head of strategy at MPG, stated: “Multi-channel campaigns are more effective than single-channel ones…. We see a clear picture of that for both hard and soft metrics.”

Intuitively these results make sense. Frequency is being layered across media. And a different element of the advertiser’s message can be highlighted in the different environments.

This allows for both a detailed, copy-heavy message in print, supported by a strong visual element with a quick takeaway online, combined with the option to add multi-media elements, such as video.

Finally, this also fits with how the advertiser’s target is sourcing news.

We have found that readers engage with newspaper brands six times a day – using multiple devices. Having an advertiser’s message in each place reinforces it.

Newspaper media pack an advertising punch!

print article send to friend


blog comments powered by Disqus
About this blog

The Innovative Advertising Solutions Blog looks at not only integrated advertising sales for newsmedia companies but the full spectrum of agency-level marketing solutions for advertisers: print, digital, package, and event sales; social media marketing services on behalf of advertisers; and behavioural targeting across a range of digital products.


Meet the bloggers

Lynne Brennen
Principal
New Leaf Media Consulting
Montclair, New Jersey, USA
send message

Adam Burnham
Senior Vice President, Interactive Sales and Services
Affinity Express
Elgin, Illinois, USA
send message

Brooke Christofferson
Vice President of Client Strategy
USA Today Network
McClean, Virginia, USA
send message

Philippe Guay
Executive Vice President, Strategic Partnerships
SendtoNews
New York, New York, USA
send message

Darrell Kunken
Director of Research/Market Analysis
The Sacramento Bee
Sacramento, California, USA
send message

Wayne Morgan
Digital Director
Archant
Norwich, United Kingdom
send message


Subscribe

E-newsletter


Blog archives

February 2016 ( 2 )
January 2016 ( 4 )
December 2015 ( 4 )
November 2015 ( 4 )
October 2015 ( 2 )
September 2015 ( 3 )
August 2015 ( 3 )
July 2015 ( 2 )
June 2015 ( 2 )
May 2015 ( 3 )
April 2015 ( 4 )
March 2015 ( 4 )
February 2015 ( 3 )
January 2015 ( 2 )
December 2014 ( 3 )
November 2014 ( 3 )
October 2014 ( 2 )
September 2014 ( 3 )
August 2014 ( 2 )
July 2014 ( 4 )



Join INMA Today
 
Upcoming Events
Mar
10
INMA Mobile Strategies Conference
Seattle (Redmond), United States
10-11 March 2016
Mar
11
INMA Ideas Day on Advertising
Frankfurt, Germany
11 March 2016
Apr
11
Big Data for Media Week
New York, United States
11-15 April 2016
May
19
Media Disruption and Legacy Media Reinvention Study Tours
London, United Kingdom
19-20 May 2016
May
22
INMA World Congress
London, United Kingdom
22-24 May 2016
Jun
17
INMA Ideas Day on Audience Development
Amsterdam, The Netherlands
17 June 2016
Aug
23
INMA International News Media Conference
São Paulo, Brazil
23-24 August 2016

More Events

Member Profiles

  • Mark Harper
    Canada


  • Chris Fehrmann
    United States


  • Chris Blaser
    United States



  • Damian Trezise
    Australia


  • A.S. Raghunath
    India


  • Mark Challinor
    United Kingdom



©2016 INMA | Home | About | Contact | RSS | Privacy