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News media preparing for print + digital audience reporting

15 February 2015 · by Erik Grimm

News media with print DNA may serve more readers than a decade ago. However, a large group of advertisers will be unaware of this fact.

A number of old-school media professionals are still focusing on the downward trend of news print circulation. This leads to unnecessary damage of reputation of news brands, so there is an obvious need for news media to shift the focus from print alone to the full spectrum of their portfolios.

Such a broad view of full media brand performance calls for a widely accepted, undisputed audience reporting of the complete footprint of news media.

In the Netherlands, a couple of advanced initiatives for cross-media reporting are being developed. In this blog post, two of those initiatives are discussed: the extension of the national print currency and the introduction of a time consumption study, Media:time Cross Media.


A combined reporting of both online and offline media is easier said than done. Digital media require ...


Is it time to implement performance parameters for digital media?

04 December 2014 · by Bart de Proost

In recent weeks, a number of reports have appeared about fundamental changes in direction for the national readership surveys (NRS) in various countries.

New steps are being taken in the Netherlands to include the circulation figures in the NOM (Nationaal Onderzoek Multimedia) organisation, which administers the NRS study.

The objective is to make the sales figures more transparent and ensure they are more in line with the reach figures. This year, the reach figures have also provided additional insight into the advertising reach of printed media, a parameter for which advertisers have been waiting for some time now.

The United Kingdom’s newspaper publishers, in cooperation with consumer magazine publishers, leading advertisers, and agencies, have announced the timing for their wide-ranging review of audience measurement for published media brands, with the aim of ...


Irish Times research reveals readers think highly of advertising sponsors

29 October 2014 · by Irene Fogarty

Advertising in The Irish Times produces hugely positive outcomes for brands in terms of how they’re trusted, a finding underlined by INMA’s 2013 survey of European newspaper readers.

The collaborative study across 80 participating European newspapers revealed 19% of readers trust a brand more upon seeing it advertised in their newspaper of choice. For The Irish Times it’s 35%, an index of 84% more likely than average.

It follows, then ...


De Persgroep uses text research to measure consumption

25 August 2014 · by Ilse Peeters

Early this year, De Persgroep Publishing launched a new study called Dailymetrie®. With this study De Persgroep aims to offer an insight into the multi-media reach of all news media in Flanders.

The Dailymetrie® meets a number of concrete objectives:

  1. Measure the multi-media reach of the news media across several news platforms (on paper or digital, Web site, and mobile) on a daily basis.

  2. Provide information about the overlap and added value of the different media or carriers.

  3. Offer additional media planning insights on the basis of gross and net reach of concrete campaigns.

Daily media diary by text message

De Persgroep selected Ipsos as a research partner. A rather unconventional method was chosen: A representative panel of 1,500 Flemish people aged between 18 and 65 reported ...


Research helps SPH Magazines make an ROI case for print advertising

21 July 2014 · by Gloria Arlini

Two questions:

  1. How do I tell if my magazine advertisement works?

  2. Why should I include a magazine in my overall media plan?

These two questions lie at the heart of the magazine industry today as they continue to plague brand owners, advertising agencies, and publishers.

The first question is an accountability question. It is a perennial issue, once again thrust under the limelight as media options grow exponentially and the quest to choose the right medium that gives maximum returns becomes more challenging.

In Singapore, the existing print industry metric — readership — no longer suffices.

Title readership does not connote ad viewership within, and the wide range of print ad options means that some ads are likely to be more memorable than others even within the same issue. To justify advertisers’ return on investment (ROI), we need ...


Brain research shows print ads have 0.3 seconds to prove their relevance to readers

30 June 2014 · by Erik Grimm

Physiological research conducted at Erasmus University in Rotterdam, the Netherlands, has delivered new insights that can help print ads to deliver better results. Most striking in this study is insight into the processing speed of the human brain.

Within 0.3 seconds, a consumer can decide whether an advertisement is relevant or not. While observing an ad, the brain delivers a quick response depending on the appreciation of the image. It only takes one-third of a second to distinguish the good (relevant) creatives from the bad (irrelevant).

This is the outcome of research from Erasmus University using physiological techniques such as electroencephalography (EEG) to measure the brain’s electrical response to advertising. In this study, initiated by branched organisation, a total of 150 ads representing five branches — automotive, cosmetics, fashion, food, and electronics — were observed.

Positive and simple: The most intensive brain reactions were measured when the observed ads contained ...


Do advertisers still need paid media?

22 June 2014 · by Erik Grimm

A well-balanced multi-media strategy will help the advertiser to achieve his communication goals. Within this challenge, the concept of “paid, owned, and earned media” is becoming more and more popular.

Undoubtedly, you will have heard of this model. It seems a wise thing to do for advertisers to take their own media (e.g. your Web site or magazine) and earned media (free publicity) into account.

On the other hand, the model of paid-owned-earned seems to have become dogma, as well. Pitching on earned media has become a new practice and seems to have become the ultimate goal. Trade press articles, MarCom awards, and proud seminar speakers are giving testimonials of successful brands that are reaching millions of consumers, at almost no cost, just by developing successful Internet virals or using other forms of guerrilla marketing.

The message is clear: You would be a thief of your own advertising budget not to utilise the power of earned media.

Impact of using earned media: Is it wise for an advertiser to rely more and more on owned and earned media and reduce paid media at the same time? And what are the consequences for the media?  

It’s evident that less paid media will harm media houses. But only few media professionals are aware that ...


Time to dig deeper into Dutch ROI study showing print’s leading role

27 April 2014 · by Erik Grimm

More and more advertisers demand a good return on investment (ROI) evaluation of their media budget. The most solid analysis is achieved by comparing media investment with the incremental sales.

Confident about their advertising impact, the Dutch news media published the top-level results of its ROI project. Based on a wide range of media campaigns, print media appeared to have the best ROI. With €1.20 of incremental sales per spent euro, print media even surpassed bannering and TV advertising.

Great buzz: This publication has led to great buzz among media owners all over the world. But now, two months later, it’s time to add some nuances to the conversation and deliver more insights, as analysis of performance data also makes it possible to find some useful leads to optimise the (news) media usage.

In the media campaigns analysed by GfK Research, ROI improvements of up to 30% were reported just by optimising the contacts of chosen media channels. So, without changing the budget, these advertisers are able to boost their ROI considerably.

Below you’ll find some sense-making recommendations per media channel.


Irish Times readers visit, buy from supermarket in response to print brochure campaign

07 April 2014 · by Irene Fogarty

In recent years, Lidl, the hard-discounter supermarket, has done an excellent job of repositioning its brand perception in the Irish middle-class mindset.

The brand has successfully targeted affluent customers and continues to pull them away from soft discounters through a number of smart initiatives.

By championing organic foods and local produce, along with the addition of in-store bakeries and the release of a “deluxe” range of goods, Lidl has achieved substantial growth of its Irish grocery sector market share, particularly among “high social class” consumers.

Correspondingly, research undertaken by The Irish Times into grocery shopping habits of our traditionally middle-class readership shows a highly engaged audience for Lidl’s advertising. We tested reader reaction to 11 brochure format advertisements for Lidl via our representative reader panel.

Our research reveals average reader recall of 71% for this format of ad. Meanwhile, 46% of readers who see a Lidl brochure express purchase interest.

Publication last November in The Irish Times of a highly appealing Lidl “deluxe” range brochure (targeting the 2013 Christmas market) prompted us to undertake some “extra-value” research on behalf of the supermarket brand.


De Persgroep delves into what “digital newspapers” mean to consumers, finds surprising results

09 February 2014 · by Ilse Peeters

Nowadays, market research is being confronted with the new reality of media consumption. Newspapers are no longer merely a printed medium; readers also have access to digital versions on Web sites, tablets, and mobile.

We are facing the major challenge of mapping out all of these media touchpoints as accurately as possible.

Knowing and understanding “digital” terminology and the confusion surrounding it among consumers is a key part of this process.

What does “digital” mean to the man in the street, and do marketeers use the same language as consumers when talking about media use?

De Persgroep wants to gain a clearer insight into this issue, so it kicked off the year by researching what the concept of “digital newspapers” meant to newspaper brand users and how they referred to various touchpoints. A total of 1,376 adult respondents completed the survey.

Misconceptions about the “digital newspaper” concept: Nine out of 10 respondents claim to know what digital newspapers are. However, there are a fair number of misconceptions about what exactly qualifies as a digital newspaper.


About this blog

The mission of the Media Research Blog is to highlight research done by newsmedia companies as an activity that should guide strategic and tactical decisions. At INMA we believe research is more vital than ever in understanding the complex calculus of audiences, advertising, and media platforms. To put it bluntly, we hope to inspire media researchers worldwide with this blog put together by the INMA Europe Research Committee.

Blog team

Gloria Arlini
Assistant Manager, Insights & Intelligence Unit,
Singapore Press Holdings, Singapore

Irene Fogarty
Research Executive, The Irish Times, Ireland

Erik Grimm
Research Director, Cebuco, The Netherlands

Ilse Peeters
Research Manager, De Persgroep, Belgium

Bernhard Sonntag
Head of Research & Project Manager, MINDS International, Vienna, Austria

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Sands Media Services
Scarborough Research

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