Table of contents Readership facts 3 Time spent 5 Circulation 6 Total 14 Daily/weekly/monthly 15 Demographics 18 How print can deliver results 20 Business effects 21 ROI 26 Multi-platform study 30 Why print is so effective 31 Attention 32 Context effect 45 Touching is believing 48 Summary 51

Print A deep dive

people every week 28.2 million people every month Print reaches 1 in 4 adults every day That’s 12.7 million people every day 23.1 million people every week 28.2 million people every month Source: PAMCo 3 2018 (Jul ‘17 – Jun ‘18)

Source: PAMCo 3 2018 (Jul ‘17 – Jun ‘18) Print reaches 39% of 18-34s every week That’s over 1 in 3 young people every week Source: PAMCo 3 2018 (Jul ‘17 – Jun ‘18)

Print readers spend a lot of time with their paper Time spent reading print on the days people read Daily newspapers Monday – 69 minutes Tuesday – 67 minutes Wednesday – 66 minutes Thursday – 67 minutes Friday – 67 minutes Saturday – 80 minutes Sunday – 87 minutes Sunday newspapers Source: IPA Touchpoints 2018

Circulation

UK newspaper market Source: ABC August 2018

Daily newspapers Source: ABC August 2018

Sunday newspapers Source: ABC August 2018

Qualities Source: ABC August 2018

Mid-market Source: ABC August 2018

Populars Source: ABC August 2018

Readership

Total print reach (millions, % of all adults) 24% 44% 53% Source: PAMCo 3 2018 (Jul ‘17 – Jun ‘18)

Daily print reach (total brand reach) (000) Source: PAMCo 3 2018 (Jul ‘17 – Jun ‘18)

Weekly print reach (total brand reach) (000) Source: PAMCo 3 2018 (Jul ‘17 – Jun ‘18)

Monthly print reach (total brand reach) (000) Source: PAMCo 3 2018 (Jul ‘17 – Jun ‘18)

Total print reach by gender (millions, % of all adults) 26% 46% 56% 22% 42% 51% Source: PAMCo 3 2018 (Jul ‘17 – Jun ‘18)

Total print reach by age (millions, % of all adults) 15% 33% 45% 19% 39% 50% 37% 58% 65% Source: PAMCo 3 2018 (Jul ‘17 – Jun ‘18)

How print can deliver results

Print is becoming more effective over time Everyone knows that newspaper print circulations have declined, (though over 14 million people do still read a print edition daily, which is still a significant proportion of the UK population, especially considering much-hyped digital sites like Buzzfeed only reach 163k daily, according to NRS PADD). But does a decline in scale mean a decline in effectiveness? Clearly not. Just as growing digital numbers in themselves don’t mean heightened impact on brand business results. Overall, ad effectiveness is in decline. But this latest analysis shows that in fact, print effectiveness is growing over time across key business measures. This is also apparent for other “legacy media” – as digital media expands, TV, newspapers and the like are actually working harder in the media mix. Source: IPA Databank UK case studies 2012-2016 (52% of all cases) compares users of print to non-users, data aggregated over 6 years for robust sample sizes

Print is increasingly effective at delivering new customers There is often an assumption that digital channels are most appropriate for bringing in new customers, especially those trendy digital natives who apparently don’t watch, listen to or read “traditional media”. But the data shows that in fact print is increasingly effective at delivering new customers to brand advertisers. Campaigns including print were 39% more effective at delivering new customers than campaigns without print in the 6 years ending 2004. But this rose to a hefty 67% differential in the 6 years to 2016. Source: IPA Databank UK case studies 2012-2016 (52% of all cases) compares users of print to non-users, data aggregated over 6 years for robust sample sizes

Print is delivering greater market share uplifts over time Print newsbrands are highly effective at delivering market share. There is an upward trend for print to deliver very large uplifts in market share. (The risk is that, if short-termism takes an even stronger hold among advertisers and agencies, media effectiveness will be severely compromised. This is a particular concern for print newsbrands, as over a third of 2016 cases using print are already short-term) Source: IPA Databank UK case studies 2012-2016 (52% of all cases) compares users of print to non-users, data aggregated over 6 years for robust sample sizes

Campaigns that use print newsbrands deliver stronger business effects There is increasing evidence that using more than one newsbrand platform delivers more than the sum of two parts. In our 2016 multi-platform brand health study (newsworks.org.uk/effectiveness), we saw that print plus digital newsbrands produce a 3.4 times multiplier effect on brand health measures. This is almost exactly mirrored by Peter Field’s latest analysis of the business effects delivered by newsbrands. Using both print and digital newsbrands in the campaign mix delivers 3.5 times the uplift in very large business effects of using just one platform. Source: IPA Databank UK case studies 2012-2016 (52% of all cases)

Two are better than one, there is a significant multiplier effect from using print and digital in combination There is increasing evidence that using more than one newsbrand platform delivers more than the sum of two parts. In our 2016 multi-platform brand health study (newsworks.org.uk/effectiveness), we saw that print plus digital newsbrands produce a 3.4 times multiplier effect on brand health measures. This is almost exactly mirrored by Peter Field’s latest analysis of the business effects delivered by newsbrands. Using both print and digital newsbrands in the campaign mix delivers 3.5 times the uplift in very large business effects of using just one platform. Source: IPA Databank UK case studies 2012-2016 (52% of all cases)

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

Eye-tracking demonstrates that print newsbrands deliver high standout and dwell time 75% of readers look at each print ad on average Print newsbrand ads are viewed for 2 ½ times longer than an average digital ad Larger sizes, special formats and multiple ads per issue increase impact and dwell times Standout increases for Black Friday event (84%) and Christmas period (86%) Dwell times also increase: Black Friday average 2.3”, Christmas average 2.6” Best performing seasonal ads attract 100% attention for an average of 4-6 seconds Newsbrands = theguardian.com, telegraph.co.uk, independent.co.uk, indy100.independent.co.uk, thetimes.co.uk, ft.com, dailymail.co.uk, mirror.co.uk, standard.co.uk, thesun.co.uk, dailystar.co.uk, metro.co.uk, express.co.uk, manchestereveningnews.co.uk, walesonline.co.uk, dailyrecord.co.uk. Others = msn.com, uk.yahoo.com, digitalspy.com, engadget.com, mashable.com, ibtimes.co.uk, thisismoney.co.uk, bleacherreport.com, pistonheads.com, weather.com, howtogeek.com, theregister.co.uk, sportinglife.com, channel4.com, itv.com, channel5.com, marieclaire.co.uk, timeout.com, trustedreviews.com, goodtoknow.co.uk, bbcgoodfood.com, pcadvisor.co.uk, nme.com, autoexpress.co.uk, forbes.com, radiotimes.com

Print advertising commands significantly longer dwell times than digital Average dwell time with print advertising = 2.2” Average dwell time with non-newsbrand digital advertising = 0.9” Digital display = average across non newsbrand sites. Digital newsbrands have 30% longer ad dwell times

Standout and dwell time differs by format in print newsbrands (seconds) Larger formats work harder at grabbing and keeping attention Full page ads generate 1.5x dwell time as 10x7 ads Full page 25x4 17x7 10x7

Special formats draw attention in print newsbrands Being inline with editorial can lead to greater attention and dwell time Significant uplifts in attention for innovative formats in other contexts (disruptive ads, ‘Battenberg 17x7s’, etc.), which can outperform full page ads 93% 2.2” 81% 1.5”

Multiple ads generate aggregated attention Multiple ads throughout the paper can deliver significantly higher attention levels - 26% of respondents looked at Curry’s PC World branded ads for over 10 seconds. % viewing for each ad

Are you likely to buy a deal on Black Friday? Print newsbrands drive intention to purchase Having read the paper, did any of the advertisements make you more likely to buy a deal on Black Friday? Are you likely to buy a deal on Black Friday?

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 NEWS Print reaches 1 in 4 adults every day 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 in a quality environment, and its tangibility helps to improve brand metrics NEWS