INMA today released a new report for members, titled “Making Print + Digital Work For Advertisers.”

The report package includes:

  • Report: A 15,000-word narrative complete with case studies and synthesised findings.

  • PowerPoint: A PowerPoint presentation summarising the report.

Here are instructions to access the report:

To download the report’s table of contents and executive summary, click here.

In “Making Print + Digital Work For Advertisers,” INMA showcases creative and effective solutions news publishers are delivering for marketers by merging their credible and quality brands with the inherent strengths of print and digital environments.

As news publishers increasingly take on roles traditionally held by advertising agencies and media buyers, the report shows how to use print + digital to augment publisher-created marketing services, along with other creative combinations.

Among the report’s conclusions:

  • Print + digital = effective in activating awareness.

  • Quality news brands are environments for emotion, credibility, relevance, and awareness.

  • Publishers with multi-media tool kits are filling the roles of agencies and media buyers.

  • Print can be a lead or support medium, depending on advertiser needs.

The 20 case studies feature these news brands: Archant, Corelio, Dallas Morning News, Ekstra Bladet, Gazeta Wyborcza, Gannett, Gold Coast Bulletin, Grupo Dutrizm, Helsingin Sanomat, Houston Chronicle, Irish Times, Kleine Zeitung, Media 24, New York Times, O Globo, South China Morning Post, Straits Times, Telegraph Media Group, The Times of India, and West Australian.

“Making Print + Digital Work For Advertisers” is free to INMA members and available to non-members for US$295. Complete information on this report may be found at www.inma.org/publications.