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Table of contents Readership facts 3 Time spent 5 Circulation 6 Readership 13

Discover the reach and impact of print media. Find out how print can deliver results, boost ROI, and provide a unique context effect. Explore the effectiveness of print in reaching different demographics and see why print is still so effective in today's digital world.

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Table of contents Readership facts 3 Time spent 5 Circulation 6 Readership 13

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  1. Table of contents Readership facts 3 Time spent 5 Circulation 6 Readership 13 Total 14 Daily/weekly/monthly 15 Demographics 18 How print can deliver results 20 Business effects 21 ROI 26 Multi-platform study 30 Why print is so effective 31 Attention 32 Context effect 45 Touching is believing 48 Summary 51

  2. Print A deep dive

  3. Print reaches 1 in 4 adults every day That’s 13.1 million people every day 24.5 million people every week30 million people every month Source: PAMCo 1 2018 (Jan ‘17 – Dec ‘17)

  4. Print reaches 37% of 18-34s every week That’s 1 in 3young people every week Source: PAMCo 1 2018 (Jan ‘17 – Dec ‘17)

  5. Print readers spend a lot of time with their paper • Time spent reading print on the days people read Sunday newspapers Daily newspapers • Source: IPA Touchpoints 2017

  6. Circulation

  7. UK newspaper market Source: ABC May 2018

  8. Daily newspapers Source: ABC May 2018

  9. Sunday newspapers Source: ABC May 2018

  10. Qualities Source: ABC May 2018

  11. Mid-market Source: ABC May 2018

  12. Populars Source: ABC May 2018

  13. Readership

  14. Total print reach Print - % of all adults 31% 56% 67% 47% 57% 25% Source: PAMCo 1 2018 (Jan ‘17 – Dec ‘17)

  15. Daily print readership (000) Source: PAMCo 1 2018 (Jan ‘17 – Dec ‘17)

  16. Weekly print readership (000) Source: PAMCo 1 2018 (Jan ‘17 – Dec ‘17)

  17. Monthly print readership (000) Source: PAMCo 1 2018 (Jan ‘17 – Dec ‘17)

  18. Print reach By gender (millions) Source: PAMCo 1 2018 (Jan ‘17 – Dec ‘17)

  19. Print reach By age (millions) Source: PAMCo 1 2018 (Jan ‘17 – Dec ‘17)

  20. How print can deliver results

  21. Print is becoming more effective over time Source: IPA Databank UK case studies 2012-2016 (52% of all cases) compares users of print to non-users, data aggregated over 6 years for robust sample sizes

  22. Print is increasingly effective at delivering new customers Source: IPA Databank UK case studies 2012-2016 (52% of all cases) compares users of print to non-users, data aggregated over 6 years for robust sample sizes

  23. Print is delivering greater market share uplifts over time Source: IPA Databank UK case studies 2012-2016 (52% of all cases) compares users of print to non-users, data aggregated over 6 years for robust sample sizes

  24. Campaigns that use print newsbrands deliver stronger business effects • Source: IPA Databank UK case studies 2012-2016 (52% of all cases)

  25. Two are better than one, there is a significant multiplier effect from using print and digital in combination • Source: IPA Databank UK case studies 2012-2016 (52% of all cases)

  26. ADDING NEWSPAPERS TO YOUR CAMPAIGN BOOSTS ROI BY Adding newspapersto a FMCG campaign increases effectiveness by +20% Adding newspapers to a retail campaign increases effectiveness by 2.8 times Adding newspapers to an automotive campaign increases effectiveness by +71% Adding newspapers to a finance campaign increases effectiveness by 5.7 times Adding newspapers to a travel campaign increases effectiveness by three times TIMES ON AVERAGE Using digital newsbrands boosts print ROI by up to five times Newspapers make TV twice as effective and online display four times more effective Source: Benchmarketing/BrandScience Results Vault 2011 to 2015

  27. £12.22 £10.82 Print newsbrandsmake TV spend work twice as hard Combined services £6.49 TV revenue ROI £5.72 Medium 10-12% High 12-18% No print newsbrand spend Low 2-10% Print newsbrand % of total campaign spend in combined services Source: Benchmarketing/BrandScience Results Vault 2011 to 2015 Combined services includes: Finance, Retail, Telecoms, Travel & Leisure, Media, Government/Social/Political, Other services (online & offline)

  28. £55.98 Print newsbrandsboost online display and video by up to four times Combined services Online display revenue ROI £20.96 £17.42 £12.46 Low 2-10% Medium 10-12% No print newsbrand spend High 12-18% Print newsbrand % of total campaign spend in combined services Source: Benchmarketing/BrandScience Results Vault 2011 to 2015 Combined services includes: Finance, Retail, Telecoms, Travel & Leisure, Media, Government/Social/Political, Other services (online & offline)

  29. Finance Automotive Finance 2015 spend levels 7.9% £55.82 £40.45 Combined services: print newsbrands boost radio revenue by up to 10 times Combined services Radio revenue ROI £11.34 £4.02 Medium 7-22% High 22-37% No print newsbrand spend Low 2-7% Print newsbrand % of total campaign spend in combined services Source: Benchmarketing/BrandScience Results Vault 2011 to 2015 Combined services includes: Finance, Retail, Telecoms, Travel & Leisure, Media, Government/Social/Political, Other services (online & offline)

  30. Brand-building strengths of print newsbrands • Salience • Spontaneous awareness • Innovative Source: The multi-platform study, 2016

  31. Why print is so effective

  32. Newsbrands command a high level of attention Attention = solus media + (multimedia x high focus) Focus: Multimedia usage with high focus Immersion: Solus media usage Source: Newsworks, The battle for attention, 2016

  33. The first part of the equation is solus media usage Source: Newsworks, The battle for attention, 2016

  34. Adding in multimedia usage x high focus gives us an overall attention score to apply to campaigns 80% 75% 73% 68% 66% 54% Source: Newsworks, The battle for attention, 2016

  35. Attention drives a powerful response Trusted advertising Discuss, comment, share Ideas about brands/ products Encourages purchase Source: Newsworks, The battle for attention, 2016

  36. People like to talk about, share and comment on media content Source: Newsworks, The battle for attention, 2016

  37. Published media lead the way in giving people ideas about brands and products Source: Newsworks, The battle for attention, 2016

  38. Print encourages people to consider making a purchase Source: Newsworks, The battle for attention, 2016

  39. Newsbrands = theguardian.com, telegraph.co.uk, independent.co.uk, indy100.independent.co.uk, thetimes.co.uk, ft.com, dailymail.co.uk, mirror.co.uk, standard.co.uk, thesun.co.uk, dailystar.co.uk, metro.co.uk, express.co.uk, manchestereveningnews.co.uk, walesonline.co.uk, dailyrecord.co.uk. Others = msn.com, uk.yahoo.com, digitalspy.com, engadget.com, mashable.com, ibtimes.co.uk, thisismoney.co.uk, bleacherreport.com, pistonheads.com, weather.com, howtogeek.com, theregister.co.uk, sportinglife.com, channel4.com, itv.com, channel5.com, marieclaire.co.uk, timeout.com, trustedreviews.com, goodtoknow.co.uk, bbcgoodfood.com, pcadvisor.co.uk, nme.com, autoexpress.co.uk, forbes.com, radiotimes.com Eye-tracking demonstrates that print newsbrands deliver high standout and dwell time Dwell times also increase: Larger sizes, special formats and multiple ads per issue increase impact and dwell times Print newsbrand ads are viewed for 2 ½ times longer than an average digital ad Standout increases for Black Friday event (84%) and Christmas period (86%) 75% of readers look at each print ad on average • Black Friday average 2.3”, Christmas average 2.6” • Best performing seasonal ads attract 100% attention for an average of 4-6 seconds

  40. Digital display = average across non newsbrand sites. Digital newsbrands have 30% longer ad dwell times Print advertising commands significantly longer dwell times than digital Average dwell time with print advertising = 2.2” Average dwell time with non-newsbrand digital advertising = 0.9”

  41. Standout and dwell time differs by format in print newsbrands (seconds) Larger formats work harder at grabbing and keeping attention Full page ads generate 1.5x dwell time as 10x7 ads 25x4 17x7 10x7 Full page

  42. Special formats draw attention in print newsbrands Significant uplifts in attention for innovative formats in other contexts (disruptive ads, ‘Battenberg 17x7s’, etc.), which can outperform full page ads Being inline with editorial can lead to greater attention and dwell time 93% 2.2” 81% 1.5”

  43. Multiple ads generate aggregated attention Multiple ads throughout the paper can deliver significantly higher attention levels - 26% of respondents looked at Curry’s PC World branded ads for over 10 seconds. % viewing for each ad

  44. Print newsbrands drive intention to purchase Having read the paper, did any of the advertisements make you more likely to buy a deal on Black Friday? Are you likely to buy a deal on Black Friday?

  45. Regular newsbrand readers have a strong connection to newsbrands Personal identification Engagement Trust Brand context effect The more engaged the reader the stronger the effect Source: Newsworks, The company you keep, 2015

  46. People react positively to ads in the familiar context of their favoured newspaper* Consideration Brand love Buzz +16% +11% +13% regular newsbrand readers vs. non-readers * Results from online study Source: Newsworks, The company you keep, 2015

  47. Physical interaction increases context effect for print* Brand love +22% Buzz +40% Consideration +66% * Projections from physical test Source: Newsworks, The company you keep, 2015

  48. Advertising works hard on sight and sound and forgets touch

  49. +16% +22% Would be glad to try Would recommend Source: Newsworks, Touching is believing, 2015

  50. Touching print ads improves brand metrics +30% +30% +34% +41% Confidence Reliability Customer satisfaction Honesty and sincerity Source: Newsworks, Touching is believing, 2015

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