1. Introduction to newsbrands

2. Table of contents The newsbrands 3 What makes newsbrands different? 8
Key readership facts 11
Time spent/time of day 19
Engagement, content and attention 22
Effectiveness: context and ROI 27

3. The market

4. * Not Newsworks stakeholders
The market
Owners
Sundays
Dailies
DMG media
Guardian News & Media
ESI Media
News UK
Telegraph Media Group
Johnston Press
Pearson PLC
Reach PLC *
* Not Newsworks stakeholders

5. * Not Newsworks stakeholders
The market
Paid for
Free * * *
* Not Newsworks stakeholders

6. * Not Newsworks stakeholders
The market
Populars
Quality
Mid-market *
* Not Newsworks stakeholders

7. What makes newsbrands different?

8. Newspapers in all their forms play a unique role in
people’s lives and they provide advertisers with a trusted
environment in which to connect with their consumers.
In a world of half attention,
newsbrands require your full attention
Newsbrands are more important
in an age of limitless choice
Newsbrands feed other media,
from Facebook to the BBC
Newsbrand audiences are growing

9. The UK newspaper market is unique
13 national newspapers
France
9 national newspapers
Germany
9 national newspapers
USA
5 national newspapers

10. Newsbrands play different roles within the media landscape
Fame & stature
Newsbrands create the sense of a brand having momentum; of being an important brand that commands attention
Prompt action
Newsbrands cause
consumer action,
directly or indirectly
impacting sales
Build trust
Newsbrand advertising acts to consolidate or develop a brand’s reputation
Address an issue
Newsbrands are effective for brands
that need to focus on
a specific issue or event
Education & understanding
Newsbrands deepen
consumer understanding
of what a product, brand
or company is or does

11. Newsbrands reach 47% of the GB population daily
25.2 million
adults every day
40.9 million
adults every week
45.1 million
adults every month
24.9m – 47% reach
40.4m – 77% reach
44.4m – 84% reach
Source: PAMCo (Jul ‘17 – Jun ‘18)

12. Newsbrands reach 44% of all 18-34s daily
6.3 million
adults every day
11.3 million
adults every week
12.7 million
adults every month
Source: PAMCo (Jul ‘17 – Jun ‘18)

13. Daily newsbrands readership by platform
Newspapers
12.7 million
Desktop
3.8 million
Mobile
13.3 million
Newsbrands
25.2 million
Source: PAMCo (Jul ‘17 – Jun ‘18)

14. Daily newsbrands readership by platform
Source: PAMCo (Jul ‘17 – Jun ‘18)

15. Total multi-platform reach (millions, % of all adults)
+160%
+131%
+22%
+177%
+144%
+22%
+198%
+162%
+22%
47%
77%
84%
Daily
Weekly
Monthly
Digital adds to Print
Source: PAMCo (Jul ‘17 – Jun ‘18)

16. Total multi-platform reach by gender (millions, % of all adults)
48%
77%
85%
47%
78%
86%
Source: PAMCo (Jul ‘17 – Jun ‘18)

17. Total multi-platform reach by age (millions, % of all adults)
44%
79%
88%
48%
79%
87%
51%
75%
81%
Source: PAMCo (Jul ‘17 – Jun ‘18)

18. Newsbrands have a growing audience
+ 2.7m
+ 9.7m
23m
NRS Apr 07 – Mar 08
PAMCo Jul 17 – Jun 18
25.2m
Print
Reach PC adds to print
Reach mobile adds to print and PC
12.8m

19. Source: IPA Touchpoints 2018
Readers spend a lot of time with newsbrands Time spent reading print on the days people read
Daily newspapers
Sunday newspapers
Source: IPA Touchpoints 2018

20. Source: IPA Touchpoints 2018
Readers spend a lot of time with newsbrands Time spent reading print on the days people read
Source: IPA Touchpoints 2018

21. Source: IPA Touchpoints 2018
Newsbrands are consumed at different points throughout the day (Average weekday)
Source: IPA Touchpoints 2018

22. Personal identification
Regular newsbrand readers have a strong connection to newsbrands
Engagement
Trust
Personal identification
Brand context effect
The more engaged the reader the stronger the effect
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.
Source: Newsworks, The company you keep, 2015

23. Regular newsbrand readers vs. non-readers
People react positively to ads in the familiar context of their favoured newspaper
Brand love
Buzz
Consideration
+12%
+15%
+25%
Regular newsbrand readers vs. non-readers
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.
Source: Newsworks, The company you keep, 2015

24. Source: Newsworks, The battle for attention, 2016
Newsbrands command a high level of attention Attention = solus media + (multimedia x high focus)
Source: Newsworks, The battle for attention, 2016

25. Source: Paying for video attention – Lumen & Unruly 2018
Newsbrands are the perfect place for video advertising, delivering a valuable and engaged audience
2.1x
Newsbrand readers are 2.1x more likely to want to find out more after watching a video ad on a newsbrand website
2.4x
Brands using video advertising on newsbrand sites are significantly more likely to be considered trustworthy
Source: Paying for video attention – Lumen & Unruly 2018

26. Source: Paying for video attention – Lumen & Unruly 2018
Print and digital newsbrands are key to driving high levels of both purchase intent and advocacy
1.9x
People who see newsbrands as part of a campaign are 1.9x more likely to consider buying the brand advertised
2.0x
People who see newsbrands as part of a campaign are twice as likely to recommend the brand advertised
Source: Paying for video attention – Lumen & Unruly 2018

27. Eye-tracking demonstrates the attention paid to newspaper print ads Print newsbrands deliver high standout and dwell time
Print newsbrand ads are viewed for 2 ½ times longer than an average digital ad
75% of readers look at each print ad on average
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”
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
Source: Lumen

28. Eye-tracking demonstrates the attention paid to newspaper print ads Print newsbrands deliver high standout and dwell time
Double the viewing time per page than non-newsbrand sites
60% higher viewable time for ads
Ad viewing 2½ times more likely on a newsbrand site
Newsbrand digital readers 70% more likely to see MPUs with 30 seconds viewable time
Average ad dwell time 30% higher on newsbrand sites”
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
Source: Lumen

29. +51% Newsbrands deliver more conversions than the average website
+30%x
+261%
+51%
Conversion rate
Seen
Click rate
The attention that people give newsbrands drives more sales for advertisers
Source: Attention = Sales - Lumen 2018

30. Brands are missing out on
Brands are missing out on £3bn of campaign profit by underinvesting in newsbrands
Everyday
pickups
Frequent, habit-driven
purchases. Impulse
treats, such as chocolate
and magazines, bought
from a shortlist of
favourite brands.
Household essentials,
like loo paper, where
we don’t ponder each
purchase.
£15.8m
Refresh and revive
Things that prepare us
for the day, perk us up, help us recharge our batteries. Generally
affordable, frequently
bought items from
repertoire of favourite
brands. New brands adda spark to the routine.
£27m
Leisure and pleasure
Items we buy regularly,
that (mostly) give us
enjoyment in life, inside
and outside the home.
From trips to the cinema,
to alcoholic drinks, to
products we hope will
change our future, such
as National Lottery tickets.
£1.24bn
Shiny new things
Bigger, more expensive
and less frequently
bought treats that feed
our passions and keep
us up with the latest
trends – such as the latest
smartphone or that must have handbag.
£1.4bn
Grown up stuff
The fundamentals and necessities you’d associate with adult life. It includes tickets for trains and planes, utility providers and
other services such as
breakdown cover or
online delivery.
£318m
Super-category
Super-category
Profit gap
Profit gap
Brands are missing out on
£3bn
of campaign profit
Newsworks.org.uk/planning-for-profit