Table of contents Demographics 3 Key readership facts 4 Time spent 8 Circulation 9 Readership 16 Total 17 Daily/weekly/monthly 18 Demographics 21 Who are they? 23 How print can deliver results 36 Business effects 37 ROI 40 Multi-platform study 44 Why print is so effective 45 Attention 46 Context effect 53 Touching is believing 56 Summary 59

Print A deep dive

Demographics 51% 49% Daily Weekly Monthly Adults 29% 15.3m 54% 28.1m 66% 34.3m 18-34 22% 3.1m 47% 6.7m 61% 8.7m 35-54 25% 4.2m 52% 8.8m 65% 11.0m 55+ 41% 7.7m 64% 11.9m 72% 13.4m ABC1 8.3m 55% 15.6m 69% 19.3m C2DE 7m 12.5m 62% 15.0m 51% 49% Adults: Aged 15 and over Source: NRS July 2015 – June 2016

Australian population More people read newspapers every month than the population of Australia Australian population 23.1 million Monthly print readers 34.3 million Source: NRS July 2015 – June 2016

That’s 34.3 million people every month Print reaches 66% of adults That’s 34.3 million people every month Source: NRS July 2015 – June 2016

Print reaches 61% of all millennials Just under 9m 18-34s Millennials classified as 18-34 year old adults. 18-34 year olds who read a newspaper every month: 8,720,000 Source: NRS July 2015 – June 2016

13.8m Newspapers reach 6m more women each week than women’s magazines 13.8m per week, 52% of all women Magazines: 7.8m weekly, 29% 13.8m Source: NRS July 2015 – June 2016

Print readers spend a lot of time with their paper Time spent reading print on the days people read Monday – 69 minutes Tuesday – 67 minutes Wednesday – 66 minutes Thursday – 67 minutes Friday – 67 minutes Saturday – 80 minutes Sunday – 87 minutes Source: IPA TouchPoints 2016

Circulation

UK newspaper market Source: ABC September 2016

Daily newspapers Source: ABC September 2016

Sunday newspapers Source: ABC September 2016

Qualities Source: ABC September 2016

Mid-market Source: ABC September 2016

Populars Source: ABC September 2016

Readership

Total print reach 34.3m 28m 15.3m Print - % of all adults 31% 56% 67% Source: NRS July 2015 – June 2016

Daily print readership (000) Source: NRS July 2015 – June 2016

Weekly print readership (000) Doesn’t include Sunday titles Source: NRS July 2015 – June 2016

Monthly print readership (000) Doesn’t include Sunday titles Source: NRS July 2015 – June 2016

Print reach 68% 64% 57% 51% 32% 27% By gender (millions) Source: NRS July 2015 – June 2016

Print reach By age (millions) 19% 43% 22% 48% 63% 23% 51% 64% 26% 53% 65% 33% 58% 68% 47% 74% Source: NRS July 2015 – June 2016

Who are they?

‘I like innovative cars’ Print readers are… TRAVELLERS FOODIES HEALTH CONSCIOUS BUSY MOTORS ENTHUSIASTS 7 million ‘I like innovative cars’ 71% ‘I like the idea of travelling abroad’ 15 million ‘I get a lot of pleasure out of food’ 18 million ‘To stay healthy it’s important to exercise regularly’ 12 million ‘Shopping online makes my life easier’ Read in the last 7 days Source: TGI Clickstream 2016 Q2

Print readers are financially aware and are more likely to have investments Visited website in the last 7 days, Read in the last 7 days, Ever watch TV in the last week, Ever listen to the radio in the last week Investments: Stocks, Shares, Unit Trusts & Investment Trusts Source: TGI Clickstream 2016 Q2

Print readers have higher savings and investments when compared with other media users Visited website in the last 7 days, Read in the last 7 days, Ever watch TV in the last week, Ever listen to the radio in the last week £31,101 £25,739 £23,292 £25,966 £23,742 Source: TGI Clickstream 2016 Q2

15.4m More print readers use internet banking than Twitter users 13.2m Did you know? 67% of print readers admit that they are more aware of personal finance now than they used to be Visited website in the last 7 days, Read in the last 7 days Source: TGI Clickstream 2016 Q2

Print readers spend more on their cars on average Visited website in the last 7 days, Read in the last 7 days, Ever watch TV in the last week £10,373 £9,837 £9,704 £9,852 £9,768 Source: TGI Clickstream 2016 Q2

Print readers are more likely to buy a brand new car Visited website in the last 7 days, Read in the last 7 days, Ever watch TV in the last week, Ever listen to the radio in the last week Intention to buy a new vehicle Source: TGI Clickstream 2016 Q2

Print readers are more likely to spend over £20,000 on their next car Visited website in the last 7 days, Read in the last 7 days, Ever watch TV in the last week, Ever listen to the radio in the last week Source: TGI Clickstream 2016 Q2

Millennials who read print are more likely to try and keep up with developments in technology Visited website in the last 7 days, Read in the last 7 days, Ever watch TV in the last week, Ever listen to the radio in the last week Source: TGI Clickstream 2016 Q2

Print readers are less price sensitive and are more likely to not look at the price if it’s a brand they trust Visited website in the last 7 days, Read in the last 7 days, Ever watch TV in the last week, Ever listen to the radio in the last week Source: TGI Clickstream 2016 Q2

Print readers make more online purchases than Twitter users Visited website in the last 7 days, Read in the last 7 days, Ever watch TV in the last week, Ever listen to the radio in the last week Made site purchases in the last 4 weeks using main computer in home Source: TGI Clickstream 2016 Q2

Millennials who read print are more likely to use websites to book their holidays Visited website in the last 7 days, Read in the last 7 days, Ever watch TV in the last week, Ever listen to the radio in the last week Millennials: Adults aged 18-34 Source: TGI Clickstream 2016 Q2

On average, print readers have spent more on their holidays over the last 12 months Visited website in the last 7 days, Read in the last 7 days, Ever watch TV in the last week, Ever listen to the radio in the last week £1,464 £1,378 £1,361 £1,384 Source: TGI Clickstream 2016 Q2

How print can deliver results

Campaigns that use print newsbrands deliver stronger business effects +36% Uplift in business effects vs non-users Business effects = sales, market share, price sensitivity, loyalty, customer acquisition, profit Peter Field’s analysis showed that newsbrands have an impact on the business effectiveness of campaigns. Including print newspapers in the media mix has a multiplier effect of 1.36 – in other words, newspapers improve the business effectiveness of campaigns by 36%. These effects were measured for cases spending 8% or more of their total budget on newspaper media. (The importance of a spending threshold and optimum percentage to maximise effects are also evident in the ROI study conducted by Benchmarketing) Source: IPA Databank case studies 2012 and 2014

Larger brands have higher uplifts with print newsbrands in the mix 57% 36% Business effects = sales, market share, price sensitivity, loyalty, customer acquisition, profit There is an ESOV disadvantage for print newsbrands. One way of levelling the playing field is to look at larger brands only. And we can see that for these larger brands the inclusion of print newsbrands in the media mix increases business effectiveness by as much as 57% (base: strong challengers and leaders = 40 cases) Uplift in business effects vs non-users All cases Large brands Source: IPA Databank case studies 2012 and 2014

The impact of print newsbrands is higher for long-term cases 62% 36% Business effects = sales, market share, price sensitivity, loyalty, customer acquisition, profit We identified a disadvantage for print newsbrands in that they were more likely to be part of the media mix for short-term cases – which are generally less effective. If we look at long-term cases only (25 cases) - there is a much stronger impact on business effectiveness Uplift in business effects vs non-users All cases Long-term cases Source: IPA Databank case studies 2012 and 2014

BOOSTS ROI BY TIMES TO YOUR CAMPAIGN ADDING NEWSPAPERS Adding newspapers to a retail campaign increases effectiveness by 2.8 times Adding newspapers to an automotive campaign increases effectiveness by +71% Adding newspapers to a finance campaign increases effectiveness by 5.7 times Adding newspapers to a travel campaign increases effectiveness by three times Adding newspapers to a FMCG campaign increases effectiveness by +20% TIMES ON AVERAGE Using digital newsbrands boosts print ROI by up to five times Newspapers make TV twice as effective and online display four times more effective Source: Benchmarketing/BrandScience Results Vault 2011 to 2015

Print newsbrands make TV spend work twice as hard Combined services £6.49 £12.22 £5.72 £10.82 Print newsbrands make TV spend work twice as hard TV revenue ROI Low 2-10% Medium 10-12% High 12-18% Print newsbrand % of total campaign spend in combined services No print newsbrand spend Comparing groups by level of spend in print newsbrands, we looked at the impact on the average TV revenue ROI. The results showed that including print newsbrands in the mix make TV spend work twice as hard, doubling the average revenue per £1 spent on TV. Source: Benchmarketing/BrandScience Results Vault 2011 to 2015 Combined services includes: Finance, Retail, Telecoms, Travel & Leisure, Media, Government/Social/Political, Other services (online & offline)

No print newsbrand spend Combined services £12.46 £20.96 £17.42 £55.98 Online display revenue ROI No print newsbrand spend Low 2-10% Medium 10-12% Print newsbrand % of total campaign spend in combined services High 12-18% Print newsbrands boost online display and video by up to four times Comparing groups by level of spend in print newsbrands we looked at the impact on the average online display revenue ROI The results showed that including print newsbrands in the mix makes online display spend work up to four times as hard. Source: Results Vaults 2011 to 2015 – excludes outliers and incomplete models Source: Benchmarketing/BrandScience Results Vault 2011 to 2015 Combined services includes: Finance, Retail, Telecoms, Travel & Leisure, Media, Government/Social/Political, Other services (online & offline)

Combined services Finance Automotive Finance Finance 2015 spend levels 7.9% £4.02 £40.45 £11.34 £55.82 Radio revenue ROI Low 2-7% Medium 7-22% High 22-37% Print newsbrand % of total campaign spend in combined services No print newsbrand spend Combined services: print newsbrands boost radio revenue by up to 10 times The inclusion of print newsbrands in the mix, boosts radio revenue ROI by up to 10 times in combined services. Combined services – radio total revenue ROI vs. print newsbrands % of spend Source: Results Vaults 2011 to 2015 – excludes outliers and incomplete models Source: Benchmarketing/BrandScience Results Vault 2011 to 2015 Combined services includes: Finance, Retail, Telecoms, Travel & Leisure, Media, Government/Social/Political, Other services (online & offline)

• Spontaneous awareness Brand-building strengths of print newsbrands • Salience • Spontaneous awareness • Innovative Looking at the reasons why print is so powerful, we find that print solus is particularly effective at raising perceived brand salience (seen/heard a lot about) and spontaneous awareness. Perhaps contrary to assumptions, print is also the platform which most confers a sense of innovation on the advertised brand. Source: The multi-platform study, 2016

Why print is so effective

Multimedia usage with high focus Newsbrands command a high level of attention Attention = solus media + (multimedia x high focus) Immersion: Solus media usage Focus: Multimedia usage with high focus Given what we know about attention from academia, we looked at two ways of defining attention. We looked firstly at solus media usage, where there is no other media being consumed. This is defined as people’s usual behavior for that medium for regular consumers. Secondly, we looked at alternating attention, where regular consumers are usually using multiple media and looked at their level of focus. We asked people whether their focus was on the first or the second medium and what level of focus they gave to the first medium – high, medium or low In our research, we did first look at time spent. We were able to prove that time spent does not correlate with any of advertising trust, relevance, recall, ideas generation or encouragement to purchase Source: Newsworks, The battle for attention, 2016

The first part of the equation is solus media usage Source: Newsworks, The battle for attention, 2016

Adding in multimedia usage x high focus gives us an overall attention score to apply to campaigns 80% 75% 73% 68% 66% 54% Source: Newsworks, The battle for attention, 2016

Attention drives a powerful response Discuss, comment, share Trusted advertising Ideas about brands/ products Encourages purchase Impact of attention ranges from content response (discuss, comment, share) to an advertising response (trusted; generates ideas about brands/products; encourages me to consider making a purchase) Source: Newsworks, The battle for attention, 2016

People like to talk about, share and comment on media content Source: Newsworks, The battle for attention, 2016

Published media lead the way in giving people ideas about brands and products Source: Newsworks, The battle for attention, 2016

Print encourages people to consider making a purchase Source: Newsworks, The battle for attention, 2016

Personal identification Regular newsbrand readers have a strong connection to newsbrands Engagement Trust Personal identification Newsbrand readers have very high levels of emotional engagement with their chosen newsbrand and attention levels are high – and that relationship is constantly being reinforced due to the frequency of reading. In the attention deficit age, could we measure the impact of highly focussed attention? There are high levels of trust in the newsbrand they favour. The context in which the ads are seen is one that readers personally identify with, and that makes them feel part of a like-minded community – they see themselves as Mirror readers, or Guardian readers or Telegraph readers, for example. Readers seem very aware that placement of ads in newsbrands imbues those ads with certain values. Brand context effect The more engaged the reader the stronger the effect Source: Newsworks, The company you keep, 2015

regular newsbrand readers vs. non-readers People react positively to ads in the familiar context of their favoured newspaper* Brand love Buzz Consideration Results averaged to create 3 key metrics: Brand love is a composite of 3 engagement metrics – how close people feel towards the brand, the warmth of their feelings, and the brands empathy with them. Buzz shows how much people think the brands are talked about. Consideration measures intent to purchase the next time people are in the market. +11% +13% +16% regular newsbrand readers vs. non-readers Source: Newsworks, The company you keep, 2015 * Results from online study

+22% +40% +66% Brand love Buzz Consideration Physical interaction increases context effect for print* Brand love +22% Buzz +40% Consideration +66% Results averaged to create 3 key metrics: Brand love is a composite of 3 engagement metrics – how close people feel towards the brand, the warmth of their feelings, and the brands empathy with them. Buzz shows how much people think the brands are talked about. Consideration measures intent to purchase the next time people are in the market. Source: Newsworks, The company you keep, 2015 * Projections from physical test

Advertising works hard on sight and sound and forgets touch

+16% +22% Would be glad to try Would recommend Source: Newsworks, Touching is believing, 2015

Customer satisfaction Touching print ads improves brand metrics +34% Customer satisfaction +30% Confidence +30% Reliability +41% Honesty and sincerity Source: Newsworks, Touching is believing, 2015

Summary Print reaches 66% of adults per month and 61% of millenials Print readers are a valuable audience and are willing to spend more Adding newspapers to your campaign boosts ROI by 3 times on average and makes other media work harder Print commands high levels of attention and its tangibility helps to improve brand metrics NEWS