1. Newspapers are trusted
AdTrust, a new Australian study by Galaxy Research and NewsMediaWorks, looks into consumer trust in content and advertising across 10 media channels and found a direct correlation between the two, with ads in news media ranked as the most trusted.
Despite being heavier users of digital media, audiences under the age of 35 ranked ads in newspapers as the most trustworthy of all media. Moreover, the study showed respondents aged 18 to 24 readers trust ads in newspapers more than any other media and more than any other age group.
2. Newspaper readers are the first to buy a new product or service among family and friends
When it comes to building momentum for a new brand or product, appealing to early adopters can be critical. Those early adopters read newspapers.
Research included in NewsMediaWork’s Quarterly Report, shows 75 per cent of those who are the first in their social network to try a new product are newspaper readers.
Further, readers are 30% more likely to discuss products advertised with friends and family, and go online for more information, according to a report published in Admap magazine.
3. Newspapers offer valued advertising
For centuries, newspapers have been responsible for credible and in-depth reporting on local, regional, national and global issues every day.
The trust and reliance readers place on newspapers have a hallow effect on advertising found within the medium. Research has shown consumers are not only open to press advertising, they rely on it as an essential shopping tool when making purchasing decisions.
Additionally, advertising in newspapers is highly scalable and has a high reach, with more than 13 million Australians reading newspapers. Newspapers also present advertisers the opportunity to target high engaged readers.
4. Newspapers help brands stay top of mind
Standing out from competitors in a crowded ad market has never been harder. This is why being top-of-mind for prospects at the early stage of the purchase journey is critical for sales.
Newspapers outperform nine of the ten tested media platforms for gaining cut through and lifting recall, with an average of one-in-three buyers (39%) saying they recall seeing a print ad at the outset of their buying cycle.
5. Newspapers trigger Call to Action beyond other media
The immediate nature of newspapers extends to an ability to bring about an action on the part of consumers. Advertising in newspaper media consistently drives short-term purchases.
Call-to-action is often at the core of an effective advertisement and the resulting sales figures are the benchmark for return on investment.
Research shows readers are more likely to act on an ad they’ve seen in their local newspaper, rather than on TV or radio. The range of responses vary depending on the call-to-action – a special offer, website deal or a hotline for orders.
Recent research commissioned by NewsLocal, a publishing business owned by News Corp Australia, shows just how powerful local newspapers are in attracting customer’s in-store.11 It finds:
- 72% of readers go in-store seeking what was featured in a sale ad in their local newspaper
- 66% go in-store to browse after reading a sale ad in their local newspaper
6. Newspapers are an emotive medium
As protagonists of truth and setting the news agenda, newspapers influence the knowledge and opinions of Australians, enhancing the collective consciousness. They have long recognised what society wants and needs to know. Newspapers were the first forum to voice these opinions. Inciting anger, invoking cheer and despair, newspapers stimulate emotion and encourage action.
The NMA UK’s neuroscience research has demonstrated the power of national newspaper advertising to drive a strong emotional response; in tests the emotional response to newspapers ads was stronger than response to the TV ads tested. Tracking of in-market campaigns has reinforced this finding; 20 in-market studies provided clear evidence of national newspapers strength in generating increased emotional identification.
7. Newspapers are an active medium
Unlike TV or radio, newspapers require consumers to be engaged and active in order to consume the content.
Research conducted by Lumen comparing the currency of attention across media formats, shows that the average print ad is five times more likely to get noticed than even the best performing digital ads.
Because consumers give newspapers their undivided attention and actively consume content, it’s the ideal environment for advertising messages to influence consumer behaviour, especially when it comes to deciding on brands.
8. Regular readers earn advertisers strong spending power
According to a report from The Works, regular newspaper readers earn above-average salaries.
Regular print readers earn more than the typical Australian. Their average salary is $84,178pa, which outstrips by $8,697 the wage earned by the average non-newspaper reader ($75,481pa).
Readers’ higher earnings translate into stronger spending power. Advertisers looking to reach the wealthiest shoppers should include print newspapers in their media plans.
9. Newspapers are immediate and timely
Short deadlines allow ads to run in a matter of days – even within 24 hours. This makes newspapers a great environment for topical advertising, and perfect for brands that are market sensitive.
10. Flexible medium equals unlimited creative possibilities
From a tiny space, to multiple ads on a page, to printing through the gutter, you can create almost any ad you want. And with millions of dollars being invested into printing plants, production capabilities are continually improving.
In October 2017, News Corp Australia used scented stock on its daily state-based metro titles to launch its latest promotional campaign. More than 800 000 newspapers from six mastheads have been infused with the scent of buttered popcorn to launch the family movie collection promotion, and are expected to reach more than 3.5 million readers. Read about it here.