Analysis by Peter Field (published on NewsWorks UK) looks at the business effectiveness of UK print and digital news brands.
Field analysed 146 UK cases from the IPA Effectiveness Awards databank to better understand the business effectiveness of UK news brands.
In 111 cases, news brands were being used (in print and/or digital forms), compared with 35 non-users.
By looking at how these companies use news brands, there is a story that emerges about the power of news media to impact lots of different metrics: sales, market share, loyalty and profit.
The study finds that campaigns that use news brands are “significantly more likely to drive sustainable share growth”.
This means attracting new customers, retaining and increasing loyalty among existing customers.
The findings also show the clear multiplier effect that occurs when news media are included as part of the marketing mix. Not only are news media effective for meeting campaign goals, but also make other parts of the campaign more effective.