Why do people read news publications?

It sounds like a trick question — news, of course! But, what does that mean exactly?

Politics and current affairs might be a given, but they’re far from the only things people read journalistic content for. Indeed, as our new “Youth” research has found, whatever their interests might be — show biz, food and drink, entertainment, sport — there’s journalism for them, and they’re reading it.

The same can be said for another section with particular importance to advertisers: motors.

One look at the data shows the scale of the opportunities news brands and, more specifically, their motoring content can offer car makers. The latest PAMCo data found 3.5 million UK adults plan to buy a brand new car in the next six months, with 87% of those reading any news brand content monthly.

When it comes to the motors sections themselves, TouchPoints “Superhub 2024” found new car buyers reading motoring sections are 224% more likely than the average adult to read news brands for ideas of what to buy. They are also 172% more likely to look for practical expert advice and 103% more likely to use this content to help form their opinions. What’s more, news brand motor section readers are 20% more likely to visit car brand Web sites, according to Ipsos iris data.

The clincher? Motor advertisers can take advantage of a higher-than-average ROI by using print advertising. Thinkbox’s “Profit Ability 2” study found that, while the average ROI for automotive brands is £4.65 per pound invested across all advertising platforms (up 54p on the cross-industry average), they can net a huge £9.33 per pound invested in print (up £2.97 on the cross-industry average).

Now that you’re convinced on the numbers, what about the creative? Here are some top recent news brand ad campaigns to get the imagination flowing.

Hyundai

Motors ads have a reputation for championing sleekness and beautiful design, and Hyundai’s striking digital wrap is a perfect example. With action shots heightening the sense of adventure, the ad draws readers in to discover more on its Web site.

Honda

However, for every sleek motoring ad in news brands, there are a few that take a slightly quirkier turn. In this full-page ad, Honda illustrates one driver’s love for their Jazz with a particularly unique image …

Suzuki

A masterful demonstration of the medium being the message, the Japanese manufacturer makes the most of the print format to show just how exclusive its new Swift model is.

Ineos

The halo effect that trusted news brands produce for advertising is a major draw for brands. For example, Newsworks’ “Trust” study showed that brand trust is 1.5x higher when the brand advertises on a news brand site versus a non-news brand site. What’s more, this increases to 1.8x higher for a newer or less well-known brand.

This print ad from Ineos, a British off-road carmaker new to the market, leans on a sense of adventure while giving readers the confidence that the Grenadier can be trusted to perform in any terrain.

Range Rover

How might a motors brand take advantage of a key news brand strength — the brand partnership?

While some may opt for hopping into the driver’s seat to give readers a written test drive, Range Rover takes a much subtler route. The classic British carmaker brings this campaign close to the values of its new SV, showing how a classic Cotswold retreat inspired smoothness on the road.

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