Drinking responsibly has its rewards. Likewise, spending responsibly in targeted newspaper campaigns can deliver dividends, increasing efficiencies for alcohol advertising by up to 68 per cent.
Alcohol retailers spend big in newspapers. Dan Murphy’s, BWS and Liquorland spent a combined $40 million on newspaper advertising in 2016. Dan Murphy’s paid particular attention to the medium, accounting for 90 per cent of the retailer’s total offline ad spend.
News media readers are 15 per cent more likely to be buyers of alcohol compared to non-readers, an impressive figure when combined with news media’s reach to 92 per cent of alcohol retailer customers.
Of the 11.1 million news media readers purchasing alcohol, wine is the most popular type of beverage drawing in 7.5 million purchasers.