Emotional Connections and National Newspapers 1 insert subhead here
The research summarises the findings from 200+ focus groups 7,000+ quantitative interviews 30,000+ interviews from the NMA’s in-market effectiveness tracking research Sources: Davey Bioletti Research, Research Plus, Bozsko Planning and Research (qualitative) Millward Brown, Hall & Partners (quantitative)
How newspapers involve readers’ emotions
By being a medium that is read rather than seen or heard Immediate and personal connection made between what is being read and the reader Reading material effectively short-circuits straight to close emotional connection It’s more personal with the paper …you’re taking it in more because you are reading it
By being a medium that requires immersion Involvement created by reading is often intense because of having to immerse oneself in what is being read
By being a medium that is experienced differently Reading the newspaper is a different experience from watching TV. The result is different as well To read a newspaper is ‘to feel’ To read is for the information ‘to sink in deeper’
By giving readers what they want, what they care about
Emotional needs that are met by newspaper reading
Providing readers with connection and insight I’d feel silly you feel boring, you don’t know, you feel you’ve missed it, missed out on knowing… how to avoid looking like a right muppet I can’t not have my paper – I’d feel cut off; it’s my regular life-line because I don’t go out to work, I like to see what’s happening
Entertaining readers Newspapers give readers Entertainment Amusement Diversion I just love the headlines; they make me laugh
Providing readers with social currency It’s like a person close to me; it gives me the options I want
In summary… Newspapers involve readers’ emotions Newspapers meet various emotional needs for readers Newspaper readers are looking to be Engaged Entertained As well as informed
What does this mean for advertising within newspapers?
What does this mean for advertisers? Advertising that can engage, entertain as well as inform can share the emotional connection newspapers achieve with their readers.
What works best?
Starting with a great insight
…and a great idea
Entertain not just inform
Create visual impact
Keep it simple
Use multiple executions
Harnessing editorial to drive task and mindset relevance