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Newspapers Today
Part Print
Newspapers
As the marketing arm of the newspaper
Today
The first consumer study to
The study involved quantitative
has changed in the digital world? Where do newspapers place in the changing media landscape and
stand? And how DO newspapers INFLUENCE CONSUMER BEHAVIOUR? It provides a comprehensive understanding
3
Extensive work conducted in the UK by Millward Brown and
Newspapers
elements of newspapers that impact on how advertising
2 goal
when a purchasing
decision is made.
These five ingredients are necessary
to affect consumer change.
are involving and mentally
stimulating
advertising performance.
4 5
Executive Summary
Australians are most likely to actively engage with
newspapers and their websites because of three key things…
they are absorbing, dynamic and reputable.
findings
Newspapers are absorbing. They do more than
entertain, they
and informative.
7
Newspapers differ from both TV and radio as the medium
absorbing
other distractions.
magazine readers.
I concentrate on the content
36%
when consuming this medium
45%
30%
13%
17%
11%
have less time to spend with a greater number of media.
12%
The Newspaper Works study revealed that 74% of Australians Celsius Research (July 2007)
attention. Newspapers do this more so than any other medium. of engagement and concentration leads to a real sense
‘flow’ to describe the deep but effortless involvement that removes consumers from
I consume this medium on my own 37%
the worries and frustrations of everyday life2.
45%
It’s a term now used in the field of Positive Psychology, to help understand
28%
how people achieve happiness in their lives. His work indicates that reading, Our study also revealed
28%
which includes newspapers, is one of the most frequently cited instances of ‘flow’. that younger generations 27%
46% There were just a few subtle differences; most notably (maybe even surprisingly)
10% that younger readers were more likely to read newspapers on their own.
Naturally, the state of ‘flow’ in the context of the newspaper reading experience “It’s time out to yourself, like
provides the ideal mindset for influencing consumer behaviour. being in your own little world.”
The Leading Edge (Dec 2007)
newspapers their
Helps me decide which brands
best reflect my personal beliefs
and attitudes
undivided attention and are typically not doing other things at the same time, it’s
14%
23%
revealed that consumers are more absorbed in newspapers than any other main media as they’re more
attentive and more involved when reading.3 This has a two-fold implication for influencing consumer
behaviour. Firstly, as consumers are more focused when consuming the medium, they’re more motivated
to process messages. Secondly, when they’re involved and committed to consuming a medium, greater
websites now sit side-by-side with the printed paper to help shape the news
through contributions like photos, blogs, polls, letters to the editor, podcasts
21%
paper to set the daily agenda. given day. Celsius Research (July 2007)
a stance, has a point of view and often challenges thinking. This is backed up by
newspaper websites which have the ability to break news and provide updates throughout
hold its major stories back until the early “If I read a particular
evening news bulletins. article and it’s really
interesting I go online
The content shapes what
the important issues of
36% to a news website to
the day are 45%
get a bit more on it.”
36% The Leading Edge (Dec 2007)
24%
04%
as setting the agenda for the day NEWSPAPERS and their websites are the most
is not merely the preserve of older generations. Even when looking at the printed form
of newspapers alone, 14-24 year olds are more likely than 25-34 year olds to hold this
dynamic OF MAIN MEDIA.
The Advertising Research Foundation also revealed
association (33% versus 28%), and are only marginally less likely than 25-49 year olds (35%). that consumers’ interaction with newspapers and their websites is more dynamic than in any other main
media3. The implication for marketers in terms of consumer behaviour is that greater interaction with
the medium results in a greater receptivity to messages, which in turn leads to a greater inclination
of consumers believe newspaper content is the most respected; only slightly less
reputable
And newspaper websites augment this credibility.
of intelligence.”
The Leading Edge (Dec 2007)
While younger generations may be making extensive use of digital media, they are
in fact the generations which have the greatest trust in printed newspapers. 42% of
14-17 year olds see the printed newspaper as having more credible content than
other media and a third of 18-24 year olds feel the same.
33% 41% 17% 13% 5%
Faced with a veritable media overload these “You trust in what they
The global Nielsen consumer report
more importance than ever, and newspapers continue consumers in 47 markets, including Australia, rated printed
how an
TV and radio in terms of purely informing, the
absorbing,
18%
13%
I feel not only
012% informed but educated
by this medium
dynamic and
Celsius Research (July 2007) Celsius Research (July 2007)
reputable
medium
influences
NEWSPAPERS ARE THE MOST reputable
OF MAIN MEDIA.
The Advertising Research Foundation also revealed that consumers.
consumers trust newspapers and consider them to be more reputable, credible, informing and enriching
than any other main media3. The implication for marketers is that consumers are more likely to believe
and rely on messages that are presented within such a trusted environment.
about action on the part of consumers. Four in ten consumers are likely
at the beginning of this report. Personal Bond Strong
to act on information in newspapers and their websites regarding
Given this, it’s reasonable to suggest Variety of Content High
products and services,
that newspapers are the only medium
making newspapers the I am likely to act on information 32%
I receive about a product
that rate highly on all five key ingredients and therefore are most responsive of all or service through this source 39%
20%
The Newspaper Works can reveal that, in an age where avoidance of
23%
advertising is increasing, Australians still welcome advertising in
Celsius Research (July 2007)
newspapers. And they find it
believable and are much more Newspapers are less likely to The Newspapers Today study found that consumers made purchases
inclined to pay attention to it. be ignored than TV and and sought further information as a result of seeing newspaper
as the most believable of all. traffic to the websites of products and services.
Ads here are usually Torn out ad and given to family or friends 45%
believable
Celsius Research (July 2007) Base: all reading a newspaper at least once every six months (n=910)
Research conducted by the Newspaper Marketing Agency in the UK concludes 2. (Re)Appraisal Surprises and challenges people
that newspapers provide the platform and environment for advertising to: by presenting a brand in an unexpected way, thereby
provoking a rethink.
• provoke reactions
• stimulate debate
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validated in the Newspapers Today study, has 6. Extension Reminds you about a brand by repeating
identified six distinct, but not mutually or developing established messages from television.
22 23
Proving
Effectiveness
The Newspaper Works is now embarking on a rigorous effectiveness
conclusion
newspapers have across the six different strategic roles.
any doubt just how powerful newspapers are. In fact they found
If you are interested in partnering us in our effectiveness that in the new media marketplace,
programme, contact The Newspaper Works on (02) 9692 6300. newspapers provide the perfect platform
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Newspapers are Research
Methodology:
Quantitative Research
The quantitative research was
were imposed on age, gender and geography and the data post-
absorbing
Undivided attention weighted to known population characteristics as per the ABS, to
Consumers are more motivated to process messages. This report focuses on mass media; specifically newspapers (both
and magazines.
Qualitative Research
Shapes the day’s issues The qualitative research was conducted in December 2007 by
dynamic
independent market research company The Leading Edge.
Breaking & updating
Eight focus groups and four in-depth interviews were conducted in
Interactive/participatory both metro and regional locations (Sydney, Melbourne and Orange).
Consumers are more likely to act on messages. online, and were aged from 18-61.
Respected
reputable
Trusted
Original/created
These three key attributes combine to deliver an unrivalled 1. Millward Brown in conjunction with the Newspaper Marketing
opportunity for advertisers to connect with consumers because: Agency. Myers, C. (2007). Engaging, Active, Involving – The Case
Consumers are more likely to act on paper on Measures of Engagement, Advertising Research Foundation.
newspaper advertising.
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For more details on this research or for further
admin@thenewspaperworks.com.au