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Client Area Login Account Call Us Now: 0207 378 4805 Home Services Our Work About Our People Our Blog Contact How Newspapers and Magazines Drive up ROI By UKAMS | January 29, 2018 | 0 “Newspapers are more effective than people give them credit for…” – Martin Sorrell The answer to why newspapers and magazines are so effective as a direct response medium lies in the unique way in which they are purchased and consumed. Unlike virtually every other medium, newspapers are a considered daily purchase and every newspaper has a strong brand identity with which the reader identifies. We all have our own idea of what the difference is between a Daily Telegraph reader and a Daily Mirror reader. The reader values his newspaper and he engages with it like no other medium. By way of example the average time spent reading a national newspaper is 70 minutes, the average time spent reading a news website is 45 minutes – an increase of 155{da604227c29f8b07b501da89455b3960e59a5b227a8334a6ce58c2eeab8975f7}. “Advertising that elicits a direct response presupposes that people first see it, grasp what is on offer and then make a decision.” – Colin McDonald “How Advertising Works” Additionally, there are few digital ad formats that lend themselves to the formula required of a successful direct response ad. Successful direct response ads are invariably sequential in their structure: Attention – Interest – Desire – Action (AIDA) It’s difficult to include all of these elements within a banner or mobile format. Study after study has demonstrated how newspapers are the most effective medium for driving consumers to action: STUDY 1 – IPA Datamine Press is the most effective lead medium at delivering hard business effects according to the IPA: STUDY 2 – Ebiquity Payback Ebiquity says press is the second most effective medium: STUDY 3 – Newsworks Effectiveness Study Newsworks says newspapers make people more likely to act: STUDY 4 – Millward Brown According to Millward Brown, newspapers provide a stronger reason to buy: Posted in Magazines, Newspapers, ROI Leave a Comment Comment Name (required) Email (will not be published) (required) Website Home Contact Network Services Media Planning & Buying