newsworks np vs_mags

Newspapers’ Impact StudyAdding a ‘wow’ kick-start to magazine campaigns

ContentsKey Metrics:

Summary of research resultsReasons Why

Perceptions

The advantages

Full methodology details

• Newspaper ads have more standout and are better-remembered

• Mass reach: 11.9m women 16-60 year olds read newspapers in an average week - 3.9m more than read a magazine

• Right now delivery: 96% of newspaper readers read on the day of publication vs 20% for women’s weeklies and 4% for women’s lifestyle monthlies

• Women trust newspapers to be well informed and straight with them

• Women are more likely to act on newspaper ads

Newspapers have the wow factor to kick-start campaigns

The women were first asked to read the papers and magazines as they would normally, and put a post-it note on anything that caught their attention.

At this stage they had been given no indication what categories the researchers were interested in, and advertising was not mentioned. They were simply highlighting anything that caught their attention.

A follow-up stage asked women about advertising they had seen in the publications.

Based on: 11 ads in both newspapers and magazines 445 women aged 16-59

IMPACT AND AD RECOGNITION

Readers of quality newspapers and monthly magazines

Readers of popular/mid newspapers and weekly magazines

The Daily TelegraphDecember 3, 2010Fractional, over two pages – pages 3&5

VogueDecember 2010Double-page spread – Pages 36 & 37

Daily MirrorDecember 3, 2010Full page – Page 30

Woman’s OwnDecember 6, 2010Full page – Page 66

SOURCE: KANTAR MEDIA DEC10 (WOMEN REGULAR QUALITY NEWSPAPER AND MONTHLY MAGAZINE READERS 142)

SOURCE: KANTAR MEDIA DEC10 (WOMEN REGULAR POPULAR/MID NEWSPAPER AND WEEKLY MAGAZINE READERS 148)

Respondents were matched with reading preferences for example…

NEWSPAPERS ADS ACHIEVE25% HIGHER STANDOUT

SOURCE: KANTAR MEDIA DEC10 (WOMEN REGULAR NEWSPAPER AND MAGAZINE READERS 445)

Newspapers deliver 25% more impact

SOURCE: THE DAILY TELEGRAPH, 27 JULY

% OF WOMEN MARKING AD WITH POST-IT NOTE

You can’t miss it, the model and her pose draw you in and the size of the print and product catch your eye

“

”

SOURCE: KANTAR MEDIA/QUALITY MARKET READING & NOTING STUDY, DEC10 (WOMEN 142)

Standout in newspapers higher than magazines

Distinctive advert, hard to ignore Love the perfume/coloursused in this advert

“

”



Can’t miss this one“ ”

NEWSPAPER ADS GAIN18% HIGHER RECOGNITION


Ten of the 11 ads were recognised more strongly from newspapers than from magazines

Newspaper advertising sinks in deeper

SOURCE: KANTAR MEDIA DEC10 (WOMEN REGULAR QUALITY NEWSPAPER AND MONTHLY MAGAZINE READERS 142)

% RECOGNISING

Stronger recognitionIn newspapers than monthly


Love the picture, makes me want to try out different recipes“

”

Looks very appetising, I might try this one“

”SOURCE: KANTAR MEDIA DEC10 (WOMEN REGULAR MID NEWSPAPER AND WEEKLY MAGAZINE READERS 155)


% RECOGNISING % RECOGNISING


SOURCE: KANTAR MEDIA DEC10 (WOMEN REGULAR MID NEWSPAPER AND WEEKLY MAGAZINE READERS 155)


NEWSPAPER ADVERTISING ACHIEVES HIGHER STANDOUT & RECOGNITION BY…

CREATING INTERESTConsumers were asked why they thought the advert had stood out more/ the same in the newspaper vs magazine.

Initially it was the leopard cub that made me notice this advert, then I saw that it was an advert for the Cartier brand – very simple, very effective I thought

“

”

Crisp colour scheme, the use of a baby cub,elegant and eye-catching writing, two page spread


What is it about newspapers and these advertsThat powered the newspaper results?

CELEBRATING TOPICALITY SPARKING IDEAS

CAPTURING THE MOOD SURPRISING AND DELIGHTING





It was very clear

and drew myAttention

It’s big and bold

“

”

It had a suggestion of how to use Hellmann’s mayo with leftover turkey.I love mayo so

it stood out to me!

“

”

The advert was in cartoon form which

made me feel attracted to look at it. It was advertising how they can help you get energy fit

The little cartoon mice trying to get

under a door really sticks in my mind for E.ON

“

”

I think the black and

white and ‘sparkle’ factor made it stick out

“

”

It’s a really good ad &

gives the bubbly feeling of enjoying drinking champagne

93%

79%

76%

74%

61%

41%

47%

49%

72%

25%

PERCEIVED STRENGTHS OF NEWSPAPERS COMPARED TO MAGAZINES

Provides information that is current and up to date

Reading is a ritual that keeps me in touch

Gives me ideas and things to talk about

More informative than other media

Offers cutting edge features

NEWSPAPERS

MAGAZINES


Reading the paper is often part of a ritual, likesitting down for a coffee break. It is built into her day.

Newspapers are essential for women

They see their product reviews as more objective, so they are more likely to use the paper as a source of ideas – most said they had tried products advertised in their newspaper.

Confidence in papers adds value for advertisers

AGREESeeing ads next to related articles makes them more memorable and relevant

QUALITYREADERS

AGREESeeing food, cosmetics, snacks, household and utility adverts in a newspaper make them feel that their paper was including things that interest them personally

Prefer newspaper reviews as they are more objective AGREE

Companies that advertise in newspapers show they are really confident in the product

Often try the products that have been reviewed

Often rip out a newspaper clipping and refer to it while shopping

NEWSPAPERS DRIVE ACTION

Women’s perceptions of newspapers

STATURE OF NEWSPAPER“If a reader spotted the ad in their usual newspaper, it might lead to purchase, because newspapers are more “serious” than magazines. So they might think that the newspaper somehow endorses the product or makes it more acceptable and attainable.”

NEWSPAPER CREDIBILITY“I think magazines don’t actually rate their products, they are just there because they have booked space – probably very cynical of me to believe it. But I think the papers compare things and probably look at the goods before they put them in.”

LESS CLUTTER“Adverts stand out more as there are fewer of them in newspapers.”

SURPRISE FACTOR“It could really stand out from all the other advertising there is in newspapers right now..”

Newspapers have clear advantagesfor consumers…in their words…

SALIENCY“Reaches a wider audience on a more regular basis, would keep the brand fresh in people’s minds.”

SPEED OF COVER BUILD“National newspapers tend to be read by thousands of people so you are going to appeal to the customer in a faster way.”

IMMEDIACY“I believe the offers more in a newspaper. I don’t know why. Maybe it is because it’s more current and it’s daily and you know it’s up to date. With magazines, you probably think that it’s out of date.”

SCALE OF AUDIENCE REACH“A wider cross section of the public read the newspaper more, so more people will be viewing the ad, whereas magazines are targeted to specific gender and age group with specific interests which do not cover a large section of the public.”

Newspapers have clear advantagesfor consumers…in their words…

People read it, especially on trains later in the day when they want a drink

Examples of comments for Alcohol

Editorial Context


Newspapers tend to have reviews by respected wine critics, as well as their suggestions as to what to try in the drinks market, if you have previously enjoyed suggestions made by their critic, you are more likely to try another of their suggestions

Greater captive audience, possibility of more affluent background and therefore more likely to purchase champagne

ProximityTo Use

Reaching HighValue Customers

Newspapers have clear advantages for consumers

Catch people looking for a quick and easy supper

Tapping into the mindset

People looking for bargains in the newspaper will find it

Fits with behaviour

Wider readership – males and females of all ages on a more regular basis

Tapping into the mindset


Newspapers have clear advantages for consumersExamples of comments for Food

More likely to reach men who would choose perfume based only on advert.Men often buy perfume for Christmas and birthdays and would probably feel that a perfume which was advertisedwould probably have a status!

Reaching the Purchaser

Size Creates Impact

Newspapers are often larger therefore allowing for full page or even two page spreads

Surprise Element

It would be less expected so would have a greater impact, also it would reach a wider audience


Newspapers have clear advantages for consumersExamples of comments for Fragrance

Many people eat chocolate when reading a newspaper;the two go together. Also, people buy newspapers at the newsagents which also sell chocolate

Snacking Occasion

Wider readership on a more regular basis. The more often people see it the more they will remember it, and the more likely they are to make it their first choice when buying

Could encourage an impulse purchase at the train station if people are reading it on the way to work

Target people when they are travelling and mightprompt a purchase whilst hungry and en route

Saliency

Impulse

Proximity ToPurchase


Newspapers have clear advantages for consumersExamples of comments for Chocolate

Wider coverage and a greater diversity of readers, so more exposure for your product

Less Cluttered

Less Cluttered

GreaterExposure

Larger pages to show the product and grab the attention

It is more likely to be noticed because there are fewer adverts in newspapers; and larger adverts are more likely to capture attention. In magazines, there are too many advertisements and they all look the same after a while. This doesn’t happen in newspapers


Newspapers have clear advantages for consumersExamples of comments for Luxury Accessories

I think it is good to know where and when offers are in stores for Cosmetics

Immediacy

Impact

SOURCE: KANTAR MEDIA/POPULAR MARKET READING & NOTING STUDY,DEC10 (WOMEN 148)

Appeals to both male and female, can be ripped out and kept as a reminder by the person reading the newspaper

Easy Portable Reminder

I think more people would take a double look at the advert in the newspaper

Newspapers have clear advantages for consumersExamples of comments for Cosmetics

People tend to take productsadvertised in newspapersmore seriously

Stature & Authority

More attentive audience


People spend longer and concentrate more when reading daily newspapers than weekly women’s mags

Wide readership; all sorts might buy air freshener and you’re not restricting your readership.Somehow seems more serious in a newspaper

BroaderReach

Newspapers have clear advantages for consumersExamples of comments for Household

Newspaper ads sometimes stand out a bit more because newspapers have fewer advertisements

Less Cluttered

Editorial context

SOURCE: KANTAR MEDIA/POPULAR MARKET READING & NOTING STUDY,DEC10 (WOMEN 148)

The readership is looking for concrete information and probably reads the paper thoroughly

A newspaper is bought by all kinds of people and the ad would have a broader audience type

Editorial context

Newspapers have clear advantages for consumersExamples of comments for Energy Provider

Research approach

All regular national newspaper readers:• Readers of “Quality” titles: exposed to Cartier, Moët, J’adore Dior ads• Readers of “Mid-market” titles: exposed to Dolmio, Air Wick, Galaxy, Purina ads• Readers of “Popular /Mid-market” titles: exposed to Pringles, e.on, Hellmann’s, L’Oréal Revitalift ads

All also read women’s magazines nowadays:• Weeklies readers: one cell exposed to Dolmio, Air Wick, Galaxy, Purina ads and one cell exposed to Pringles, e.on, Hellmann’s, L’Oréal Revitalift ads• Monthlies readers: exposed to Cartier, Moët, J’adore Dior ads• All main or joint household shoppers

Newspapers and magazines carrying relevant ads sent to respondents with instructions to attach Post-it notes to anything that stood out/captured attention (no mention of ad test or product category). Publications returned for analysis

Online follow up: media perceptions, ad awareness, category ad awareness, recognition & diagnostics

11 ads in both newspapers &

magazines

445 women aged 16-59

Full methodology details

Creative tested: Quals & monthly magazines

The Daily TelegraphFriday, December 3, 2010Fractional, over two pages – pages 3&5


The TimesThursday, Nov 18, 2010Full page – Page 15

VogueDecember 2010Full Page – Page 34

The Daily TelegraphFriday, December 3, 2010Double-page Spread – Pages 8&9


Source: Kantar Media Dec10 (Women regular quality newspaper and monthly magazine readers 142)

The Sunday TimesSunday, December 5, 2010

Full page – Page 9

Range of publications and ads tested

Creative tested: Popular/Mids & weekly magazines

Daily MirrorTue, Nov 23, 2010Fractional, page 6

Woman’s OwnDecember 6, 2010Full Page – Page 44

Daily MirrorFri, Dec 3, 2010Full page, page 36

WomanDecember 6, 2010Full Page – Page 36

Daily MirrorFri, Dec 3, 2010Full page – page 30

Woman’s OwnDecember 6, 2010Full Page – Page 66

Evening StandardMon, Nov 29 2010Full page – Back cover

WomanDecember 6, 2010Double page spread – pages 26 & 27

Source: Kantar Media Dec10 (Women regular Mid-market newspaper and weekly magazine readers 155) * Reprinted for newspaper research

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Creative tested: Mids & weekly magazines

Source: Kantar Media Dec10 (Women regular popular /mid newspaper and weekly magazine readers 148)

Daily MailMon, Nov 22, 2010Full Page – Page 26

Woman’s OwnNovember 15, 2010Full Page – Page 38

Daily MailMon, Nov 22, 2010Full Page – Page 24

Woman’s OwnNovember 15, 2010Full Page – Inside back cover

Evening StandardWed, Nov 10, 2010Full Page – Page 28


Daily MailMon, Nov 22, 2010Fractional – Page 55


* Reprinted for newspaper research

*

newsworks np vs_mags

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