7 Reasons to Use Newspapers The content of this presentation is designed to promote print media’s power to communicate. You are welcome to use this as part of your own materials but please credit Print Power -

Newspapers are still the number one medium for shaping public opinion. Their credibility, knowledge, values and information-gathering skills remain a formidable force on the high street, and with titles now separated into sections with more lifestyle content, their potential for brands has increased further – online and offline. Add Print, Add Power, has never been so apt. The success of newspapers largely boils down to a single truth: They are effective in shaping opinion. They possess a large amount of power when it comes to public perception. Used well, that power can completely transform your brand. 7 Reasons to Use Newspapers

1. Reach and Reliability The print version, albeit with a reduced circulation, is still an important channel to reach important consumer segments. With different sections, supplements and types of paper newspapers also allow advertisers to tap into specific groups and backgrounds. Readers trust the newspaper content including advertisements, providing advertisers with a reliable channel. 2. People Read Newspapers Readers have a deep relationship with newspapers, sometimes longer with their newspaper brand than with their partner. It’s the level of trust that leads to readers spending a huge amount of time reading their newspaper. 7 Reasons to Use Newspapers

4. Universal The printed newspaper continues to have a universal appeal with a huge variety of content. It remains the gatekeeper of what is of interest to the reader, no matter what the brand, there’s always relevant content. The daily distribution of newspapers means that, by their very nature, they offer readers this routine of reliable news, entertainment and sports. 3. Connecting and Sharing Half of the readers of a newspaper advertisement visit the advertiser’s website, which is three times the number of non-readers. Newspaper readers are also more likely to talk about brands than non- readers. Newspaper campaigns could therefore be designed to stimulate sharing.

7 Reasons to Use Newspapers 5. Versatility Final copy for an advert can be delivered at very short notice, and still communicate it to half the adults in an entire nation the following morning. Newspapers are also highly portable, light enough for the consumer to carry them around. 4. Integration Newspapers allow readers to go online using bridging technologies such as QR codes, Augmented Reality (AR), Near Field Communication (NFC) or even printed electronics. These technologies allow to extend the print advert to a very complete demonstration of product or service benefits. Newspaper advertising offer flawless integration of offline advertising and online presence.

7 Reasons to Use Newspapers Print Power Europe Limited iCon Centre | Eastern Way | Daventry | NN11 0QB | United Kingdom | | | 7. Effectiveness Newspapers give any brand an immediate response, as virtually all of the reach is delivered on the day the ad appears. An analysis of 500 European cases showed the effectiveness of newspaper advertising for the FMCG category. It also demonstrated the increase in overall campaign Return on Investment (ROI) by allocating budgets among the various channels in such a way that the ROI per channel was optimised.