The Strength of Newspapers
Readers actively use newspaper advertising as a source of information. Advertising, as much as editorial, gives readers a sense of their world. Plus, it keeps them in touch with new brands, services and organisations. For some people daily newspapers are a destination point for advertising – they buy the newspaper for the advertising.
Newspapers are credible, they are seen as honest and authoritative, and the advertising benefits from these values. Readers treat the newspaper as a valued resource; they actively seek ads that are relevant to them. The use of sections, topics and styles of content mean the advertiser can target mindsets. The reader feels in control and there is no sense of manipulation because they can choose not to engage. Readers aren’t reading the newspaper once. They pick it up several times a day, throughout a weekend, sometimes referring back to previous editions. Newspapers are accessible to most advertisers; they have a low cost to entry.
How readers engage with newspapers
- Daily Newspapers engage primarily by ‘educating me’, they also engage by ‘absorbing me’ and ‘altering my thoughts and feelings’.
I love the smell of newsprint and it’s the whole sitting there with a cup of tea, have a bite of toast, and keep reading.
Sunday Newspapers engage primarily by ‘educating me’ and ‘absorbing’. Largely driven by the Sunday ‘mind set’ they are stronly positioned as ‘pastime’.
Just give me something that on a Sunday morning I can just enjoy a little bit.
Community Newspapers differ from other newspapers as they are more likely to engage as a ‘pastime’ and by ‘educating me’.
The Aucklander covers a very wide range of topics e.g. news, health reports and very good advertising for facilities in my area.
Check out the full Media Engagement Presentation for more insights into the strength of newspapers.
For more information about the value proposition of newspapers, visit the New Zealand Newspaper Advertising Bureau website.