The ROI of print

13th February 2015

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?

The death of practically everything

What is ROI?

What are we measuring?

Content, context & influence

Scale & reach

ROI in action

what is ROI?

clicks or outcomes…

Building trust

Fame & stature

Education & understanding

Addressing an issue

Prompt action

what are we

measuring?

“Not everything that can be

counted counts, and not everything

that counts can be counted.”

Albert Einstein

• Devices vs people (image???)

bots

the value of

content, context & influence

The importance

of news

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

News sources

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%

Stronger deeper associations

Makes me want to find out more

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

reach and scale

Newsbrand reach of adults monthly

Source: NRS Jan 14 – Dec 14

71% 37m

Newsbrand reach of adults weekly

59% 30m

Source: NRS Jan 14 – Dec 14

Newsbrand reach of adults daily

33% 17m

Source: NRS Jan 14– Dec 14

More than use Google

vs

Google monthly reachNewsbrands monthly

reach

37m 39m

Source: NRS Jan 13 – Dec 13 + comScore January 2014

ROI in action

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

Ford

Ford

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+.

The Findings

AXA campaign improved brand standing

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

newsworks.org.uk

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