Download - The ROI of Print
Marketing body for national newspapers
– Advice on newsbrands in a multi-platform environment
and in multi-media schedule
– A hub for newsbrand research
– Consumer insight
– A showcase for innovation and creativity
– Events and free training sessions
Who are Newsworks?
“Not everything that can be
counted counts, and not everything
that counts can be counted.”
Albert Einstein
33% 33%
13%17% 16% 14%
19%12%
29%
7%12%
8% 9% 11%5% 4%
8%
Any mention (at all interested)
Most interested (up to 3 selected)
B1/B2. Base: All respondents (1001)
Local news
World news
Weather
TV and
entertainment
Human
interest
Science and
technology
Politics
Media and
culture
Sport
Environment
Finance
Travel
Health and
fitness
Gossip and
celebrities
Home/
property
Fashion /
lifestyle
Types of news or information interested in
Education
73%68%
66%63%
53%
49% 47% 47%44% 43%
40%39%
38%34% 33%
30% 29%
‘News’ is incredibly diverse, ranging from harder genres
to light-hearted fun
28%
40%
44%
48%
59%
70%
Feeling uplifted
Relaxation/me time
Passing the time
Fuelling conversation
Ritual and routine
Being in the know
News content delivers on a wide range of need states
Why you want to find out about news or information
BW2/BSA2/BSU2. Base: All respondents (1001). Data shows the results of factor analysis from a longer list of 12 need states.
TV Newsbrands RadioSocial media Aggregators Other news
websites
91%
71%
58%
47%
36%
24%
71%
58%
47%
19%
24%
All brands
Commercial brands
Popularity
65%
Newspapers are influential
82%
Believe that newspapers have “power and
influence” over their readers
Source: YouGov /Gorkana Survey June 2012
Sources: YouGov2012
44% of people believe that newspapers
have more influence than they did a
decade ago
Influence of newspapers higher than 10 years ago
Newspaper readers are more up to date
Newspaper Radio TV Internet Magazines
105
95
107
111
125
Heavy/medium users. Source: GB TGI Clickstream 2013 Q4
Usually first amongst friends to
know what’s going on
Ind
ex
More than use Google
vs
Google monthly reachNewsbrands monthly
reach
37m 39m
Source: NRS Jan 13 – Dec 13 + comScore January 2014
Ford
Objective
Encourage as many
people as possible to put
Ford on their shortlist
when buying a new car
Target audience
Adults aged 18-65
KETTLE®
Chips
Objective
Emphasise quality and
authenticity in order to increase
purchase by existing buyers
and tempt back recently lapsed
buyers
Target Audience
Adults 35-65, ABC1
KETTLE®
Chips
Source:
dunnhumby analysis of Tesco Clubcard data. See page 8 for methodology or go to newsworks.org.uk/kettle/dunnhumby for further details
sales uplift
% increase for featured products +20.5%
During campaign Post campaign
+19.4%
KETTLE®
Chips
% change in £ market share
pre-post
Exposed to newspaper campaign
+5
Source: dunnhumby analysis of Tesco Clubcard data
AXA
Objective
Build a unified, emotionally
resonant brand image for AXA
whilst promoting each of the core
strands of business: health
insurance, investment, and motor
insurance
Target audience
“Successful Securities”:
Homeowners aged 40-59, with
children 10+,
household income £50,000+.
AXA
54
25
21
Share of spend
%
17
57
26
Share of uplift in key brand measures
awareness, consideration, image
%
Newspapers
TV
Outdoor Rail
Newspapers
TV
Outdoor Rail
Source: Millward Brown CrossMedia™
AXA
£2.60
£19.37
£4.78
Cost of 1% uplift in brand measures -awareness, consideration, image £m
Newspapers Outdoor RailTV
Source: Millward Brown CrossMedia™
ROI takes many forms
Remember your objectives
People vs algorithms
Content, context & influence matter
Print delivers scale & reach
… and it works