Five reasons newspaper media change behaviour


  1. Trusted information.
    Newspaper media are the number 1 most trusted medium1. When you need to impart important information, you need a credible medium – newspapers and their websites lead the way.
  2. Social norms.
    Behavioural change strategies often rely on showing consumers what others are, or aren’t, doing. Newspaper media play an important role in helping us understand what’s going on in the world outside our immediate social circle.
  3. Start conversations.
    In an Australian research study, 63% reported having started a conversation about a newspaper article they’d read2. Providing thought-starters and social fuel is an important role of newspaper advertising.
  4. Create urgency.
    There is a reason it’s called the News – people turn to newspapers for the latest information. This in turn creates a sense of urgency. In the area of health behaviour in particular, research shows the behavioural impact of mass media, such as news, is greatest for one- off interventions like promoting vaccinations and screenings3.
  5. Give more detail.
    Within the broader marketing mix, newspaper media are one of the most highly engaging. They can be used effectively to provide more detail – and they can be used to pull people to specific websites.

1. Nielsen Global Trust in Advertising & Brand Messages, 2013; 2. Government Report User Manual, available at; 3. Uses of Mass Media campaigns to change health behaviour” by Wakefield, Loken & Hornik

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