Aust local newspaper study

Australian study shows that community newspapers strongly influence local consumers, in particular, families.

The study also measures of reader engagement into how local newspapers are used when making purchasing decisions.

Key findings

How readers perceive local newspapers

Locals think their Local Newspaper is:

  • Honest – 58% 
  • Trustworthy – 57% 
  • Friendly or caring – 63% 
  • Down to Earth – 72% 
  • Informative – 72% 
  • Relevant – 74%

Reader engagement

Local papers have strong engagement measures with 79% of readers saying they read most issues or every issue and for an average time spent reading of 28.5 minutes.

Advertising effectiveness

Readers indicated that as a result of reading an ad in their local newspaper, they have:

  • Picked up new ideas on things to buy – 57% 
  • Gone online and looked at a website –  51% 
  • Added something to their shopping list –  47% 
  • Talked about the ad with friends or family – 50%

This gave a net score for raised consideration (using the above four actions) of 82%.

A net score of 74% was recorded for purchase influence, based on people who did any of the following as a result of reading an ad in their local newspaper:

  • Bought a product – 52% 
  • Went out and got a bargain – 41% 
  • Purchased from a store they didn’t normally go to – 48% 
  • Tried a new brand – 33%


Easter Holiday newspaper ads

As school holidays draw nearer, advertisers take advantage of the kids section in newspapers.

Disney ran a double-page spread in the Children’s section of the newspaper to promote their limited release of the classic, Bambi.

McKenzie’s also ran an ad in the kid’s section, using a recipe to attract the attention of parents and children alike. The communication acts as an activity idea during the school break, encouraging parents to teach kids how to bake ANZAC biscuits using the McKenzie’s product range.

Finally, Ibis Hotel ran a full-page advertisement on the back page of a newspaper inserted magazine.

The advertisement entices consumers looking to travel during the Easter and ANZAC break by presenting them with great value deals.  By running the ad close to the holiday period, the communication will appeal to consumers in the planning stage as they finalise their accommodation arrangements.


Food newspaper 2011 create big consumer appetites.

Our easy read newspaper aims to educate food advertisers about the power of newspapers to create big consumer appetites.  Food newspaper is full of interesting tidbits about how food brands can connect powerfully with consumers in newspapers.

Key findings:

  • Intent to purchase can increase by up to 50% when Newspapers are served up with TV.
  • Brand equity metrics can also increase by at least 50% with newspaper advertising.
  • Trust in food brands can increase by 20% when newspapers are added to TV.
  • Newspapers make TV advertising for food brands even more effective.  Appeal of a TVC  can increase by 40% when newspapers are seen in conjunction with it.
  • Newspaper publishers have invested almost $800 million in world-class print technology over the past 5 years, which means food looks absolutely irresistible.


How do consumers interact with newspapers down under?

Celsius Research combines qualitative and quantitative research methods to explore how each demographic interacts and reacts to the newspaper medium in print and online. Research sample: four different age groups.

The results show that newspapers and their websites have become highly respected, multi-dimensional brands that readers regard as even more absorbing, dynamic and reputable than they did 2 years ago.

Key facts: For 14-24 year olds…

  • Newspapers and their websites help form their views on employment, finance, tax and the economy, the best of any media.
  • They concentrate more on printed newspapers when they use them, than they do on the internet
  • 54% interact with printed newspaper content by talking about stories with others, making it a form of social currency

For 25-34 year olds…

  • They see Newspaper ads as more believable (vs. other media) 59% have used newspapers and talked about their stories with others, 9% ahead of newspaper websites
  • Printed newspapers leave them feeling educated and informed.
  • More than any other medium

For 35-49 year olds…

  • They are most likely to access a topic of interest across both a printed newspaper and newspaper website, at 40-45%
  • Newspapers and their websites are more influential in helping them form their opinions about the environment than any other media
  • They rate printed newspapers (vs. other media) the highest on the statement “I concentrate on the content when using this medium” more than any other of the 12 measures

For 50-64 year olds…

  • Printed newspapers are seen to host the most believable advertising of any medium.
  • Over half use both newspapers (60%) and their websites (53%) for up to date coverage. The strongest reason for usage
  • Over half have gone online or called a company based on a newspaper ad they’ve seen


Visa’s “Go” campaign stays fresh in newspapers.

This half-page newspaper ad ran in the early general news section of a Melbourne Sunday metropolitan newspaper

Visa’s simple yet versatile ‘Go’ branding has been able to successfully adapt itself for different advertising purposes, from illustrating privileges of the Platinum Card and sponsorship of cultural events (as shown with this advert and others) to demonstrating the product’s usefulness (as shown in the launch press campaign).


Rugby World Cup – tune into 2011’s standout sports event in newspapers

An analysis of Kantar Worldpanel sales data shows how different newspaper types work for different brands.

Here are some key points from research among newspaper-reading rugby fans and conversations with newspapers’ Sports Editors –

  • National newspapers will offer “the complete multimedia Rugby World Cup experience” in autumn 2011
  • Fans feel that their newspapers share their game’s values. The rugby coverage carries the authority of expert journalists and respected former players
  • Digital newspapers are part of the rugby community, where fans can interact with journalists and expert columnists
  • Newspapers offer a variety of options for advertisers, from the pull-out guides that will be kept through the tournament to topical ads to join in the game-by-game excitement
  • Rugby fans often feel neglected because of the prominence of football, so they are especially appreciative when brands talk to them.
  • Fans enjoy ads that are linked to the day-by-day events, and look out for the next execution



    Beauty ads cut through more strongly in newspapers.

    A new research from the NMA shows that there is a strong relation in brand ad’s impact,recall and recognition in newspapers.

    These are the key points highlighted from the research:

    • Newspapers give your ads the ‘wow’ factor. Women don’t expect to see cosmetics & toiletries ads in the main paper, and are surprised and delighted when they do
    • Newspapers deliver an attentive audience. Papers are vital and valued part of readers’ lives
    • A newspaper ad says that a brand is special. Papers have a stature and authority in the eyes of their readers – an ad here says “this brand is confident”

    Click on for PDF version of the research article.

    Source: NMA UK

    15 facts about Magazines in NZ

    Ad slump hits New York Times profits!

    Fast facts from

    Pedestrians walk past the New York Times headquarters in New York

    • Declines in advertising and circulation bring down New York Times Company’s operating profit by 7.1% in fourth quarter of last year.
    • Newspaper advertising remains in the doldrums and contributed to a 26.2% drop in income at the owner of the New York Times in the fourth quarter of last year, the media group announced.
    • Falls in advertising and circulation pulled revenues down 2.9% for the quarter. Operating profit fell by 7.1% to $146.4m (£90.7m) in the fourth quarter of 2010, compared with $157.6m in the same period of 2009.
    • Online advertising rose 11% and digital business accounted for 17% of the company’s fourth-quarter revenue, up from 15% for the same period last year.
    • But print advertising revenue dropped 7.2% from the fourth quarter of 2009. The fall followed a nearly 6% drop in print advertising in the previous quarter, but was a noticeable improvement on the 20% plunge a year earlier. Overall advertising revenue dropped 3.1% to $385.8m from $398m.

    Apple, Campbell’s Say iAds Twice as Effective as TV!

    A Nielsen Study Shows iPhone Users Are Paying Attention, While TV Viewers Not so Much.

    NEW YORK ( — It’s been seven months since the first iAds — Apple’s bid to reinvent mobile advertising — started popping up on iPhones and iPods, and now that those campaigns are over, we’re seeing the first effectiveness study, funded by Apple and one of iAd’s early adopters, Campbell’s.

    The new Campbell's iPhone app
    The new Campbell’s iPhone app

    In it, is a fairly big claim: Those exposed to one of Campbell’s iAds were more than twice as likely to recall it than those who had seen a TV ad. Indeed the five-week study, conducted by Nielsen, showed that consumers shown an iAd remembered the brand “Campbell’s” five times more often than TV ad respondents and the ad messaging three times more often.

    IAd respondents said they intended to purchase Campbell’s four times more than the TV group and that they liked the ad five times more. TV and mobile audiences were queried separately in mobile and online surveys. The TV audiences were part of Nielsen’s panel, while mobile users were recruited within various apps.

    Now that the first iAd campaigns are over, Apple is looking for data that would persuade existing marketers to renew or increase their initial investment as well as win over new advertisers standing on the sidelines. The problem Apple is facing is for their high cost of entry — a reported $1 million minimum for first-run advertisers — many other options exist for mobile advertising, including rich-media competitors like Medialets that look and feel a lot like an iAd.

    Read more….

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