emotional connections and national newspapers
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Emotional Connections and National Newspapers. insert subhead here. The research summarises the findings from. 200+ focus groups 7,000+ quantitative interviews 30,000+ interviews from the NMA’s in-market effectiveness tracking research. - PowerPoint PPT PresentationTRANSCRIPT
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Emotional Connections andNational Newspapersinsert subhead here
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The research summarises the findings from
200+ focus groups
7,000+ quantitative interviews
30,000+ interviews from the NMA’s in-market effectiveness tracking research
Sources: Davey Bioletti Research, Research Plus, Bozsko Planning and Research (qualitative) Millward Brown, Hall & Partners (quantitative)
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How newspapers involvereaders’ emotions
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By being a medium that is read rather than seen or heard
Immediate and personal connection made between what is being read and the readerReading material effectively short-circuits straight to close emotional connection
It’s more personal with the paper …you’re taking it in
more because you are reading it
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By being a medium that requires immersion
Involvement created by reading is often intense because of having to immerse oneself in what is being read
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By being a medium that is experienced differently
Reading the newspaper is a different experience from watching TV. The result is different as well
To read a newspaper is ‘to feel’To read is for the information ‘to sink in deeper’
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By giving readers what they want, what they care about
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Emotional needs that are met by newspaper reading
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Providing readers with connection and insight
I’d feel silly you feel boring, you don’t know, you feel you’ve missed
it, missed out on knowing… how to avoid
looking like a right muppet
I can’t not have my paper – I’d feel cut off; it’s my regular life-line because I don’t go out to work, I like to see
what’s happening
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Entertaining readers
Newspapers give readersEntertainmentAmusementDiversion
I just love the headlines; they make me laugh
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Providing readers with social currency
It’s like a person close to me; it gives
me the options I want
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In summary…
Newspapers involve readers’ emotionsNewspapers meet various emotional needs for readersNewspaper readers are looking to beEngagedEntertainedAs well as informed
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What does this mean for advertising within newspapers?
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What does this mean for advertisers?
Advertising that can engage, entertain as well as inform can share the emotional connection newspapers achieve with their
readers.
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What works best?
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Starting with a great insight
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…and a great idea
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Entertain not just inform
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Create visual impact
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Keep it simple
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Use multiple executions
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Harnessing editorial to drive task and mindset relevance