1. Table of contents Demographics 3 Key readership facts 4 Time spent 8
Circulation 9
Readership
Total
Daily/weekly/monthly 18
Demographics 21
Who are they? 23
How print can deliver results 36
Business effects 37
ROI
Multi-platform study 46
Why print is so effective 47
Attention 48
Context effect 61
Touching is believing 64
Summary

2. Print
A deep dive

3. Demographics 51% 49% Daily Weekly Monthly Adults 28% 14.5m 52% 27.1m
64%
33.4m
18-34
19%
2.7m
43%
6.2m
59%
8.4m
35-54
23%
3.9m
49%
8.2m
62%
10.6m
55+
40%
7.6m
63%
11.9m
71%
13.5m
ABC1
7.9m
53%
15.2m
67%
19.1m
C2DE
6.6m
50%
60%
14.3m
51%
49%
Adults: Aged 15 and over
Source: NRS Jan 2016 – Dec 2016

4. Australian population
More people read newspapers every month than the population of Australia
Australian population
23.1 million
Monthly print readers
33.4 million
Source: NRS Jan 2016 – Dec 2016

5. That’s 33.4 million people every month
Print reaches 64% of adults
That’s million people every month
Source: NRS Jan 2016 – Dec 2016

6. Print reaches 59% of all millennials
More than 8m s
Millennials classified as year old adults.
18-34 year olds who read a newspaper every month: 8,673,000
Source: NRS Jan 2016 – Dec 2016

7. 13.1m Newspapers reach 6m more women each week than women’s magazines
13.1m per week, 49% of all women
Magazines:
7.2m weekly, 27%
13.1m
Source: NRS Jan 2016 – Dec 2016

8. 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

9. Circulation

10. UK newspaper market
Source: ABC May 2017

11. Daily newspapers
Source: ABC May 2017

12. Sunday newspapers
Source: ABC May 2017

13. Qualities
Source: ABC May 2017

14. Mid-market
Source: ABC May 2017

15. Populars
Source: ABC May 2017

16. Readership

17. Total print reach 33.4m 27.1m 14.5m Print - % of all adults 31% 56%
67%
Source: NRS Jan 2016 – Dec 2016

18. Daily print readership (000)
Source: NRS Jan 2016 – Dec 2016

19. Weekly print readership (000)
Doesn’t include Sunday titles
Source: NRS Jan 2016 – Dec 2016

20. Monthly print readership (000)
Doesn’t include Sunday titles
Source: NRS Jan 2016 – Dec 2016

21. Print reach 67% 61% 55% 49% 30% 25% By gender (millions)
Source: NRS Jan 2016 – Dec 2016

22. Print reach By age (millions) 17% 39% 20% 45% 60% 22% 49% 63% 24% 48%
61%
32%
57%
67%
74%
55%
Source: NRS Jan 2016 – Dec 2016

23. Who are they?

24. ‘I like innovative cars’
Print
readers are…
TRAVELLERS
FOODIES
HEALTH CONSCIOUS
BUSY
MOTORS ENTHUSIASTS
8 million
‘I like innovative cars’
12 million
‘I am passionate about travelling’
64%
‘I get a lot of pleasure out of food’
20 million
‘To stay healthy it’s important to exercise regularly’
52%
‘Shopping online makes my life easier’
Read in the last 7 days
Source: TGI ClickStream Mobile 2016 Q4

25. Print readers are financially aware and are more likely to have investments
Visited website(s) in the last 7 days
Read newspaper the last 7 days
Ever watch TV
Ever listen to the radio
Investments: Stocks, Shares, Unit Trusts & Investment Trusts
Source: TGI ClickStream Mobile 2016 Q4

26. Print readers have higher savings and investments when compared with other media users
Visited website(s) in the last 7 days
Read newspaper the last 7 days
Ever watch TV
Ever listen to the radio
£29,403
£25,590
£23,247
£25,884
£24,015
Source: TGI ClickStream Mobile 2016 Q4

27. 17.2m More print readers use internet banking than Twitter users 13.3m
Did you know?
66% of print readers admit that they are more aware of personal finance now than they used to be
Visited website(s) in the last 7 days
Read newspaper the last 7 days
Source: TGI ClickStream Mobile 2016 Q4

28. Print readers spend more on their cars on average
Visited website(s) in the last 7 days
Read newspaper the last 7 days
Ever watch TV
Ever listen to the radio
£10,527
£10,163
£10,252
£10,204
£10,154
Source: TGI ClickStream Mobile 2016 Q4

29. Print readers are more likely to buy a brand new car
Read newspaper the last 7 days
Ever watch TV
Intention to buy a new vehicle
Source: TGI ClickStream Mobile 2016 Q4

30. Print readers are more likely to spend over £20,000 on their next car
Visited website(s) in the last 7 days
Read newspaper the last 7 days
Ever watch TV
Ever listen to the radio
Source: TGI ClickStream Mobile 2016 Q4

31. Millennials who read print are more likely to place importance on buying the latest technology
‘’It is important that my household is equipped with the latest technology’’
Visited website(s) in the last 7 days
Read newspaper the last 7 days
Ever watch TV
Ever listen to the radio
Source: TGI ClickStream Mobile 2016 Q4

32. 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(s) in the last 7 days
Read newspaper the last 7 days
Ever watch TV
Ever listen to the radio
Source: TGI ClickStream Mobile 2016 Q4

33. Print readers make more online purchases than Twitter users
Visited website(s) in the last 7 days
Read newspaper the last 7 days
Ever watch TV
Ever listen to the radio
Made site purchases in the last 6 months
Source: TGI ClickStream Mobile 2016 Q4

34. Millennials who read print are more likely to use websites to book their holidays
Visited website(s) in the last 7 days
Read newspaper the last 7 days
Ever watch TV
Ever listen to the radio
Millennials: Adults aged 18-34
Source: TGI ClickStream Mobile 2016 Q4

35. On average, print readers have spent more on their holidays over the last 12 months
£1,463
£1,398
£1,377
£1,399
Visited website(s) in the last 7 days
Read newspaper the last 7 days
Ever watch TV
Ever listen to the radio
Source: TGI ClickStream Mobile 2016 Q4

36. How print can deliver results

37. 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 (52% of all cases) compares users of print to non-users, data aggregated over 6 years for robust sample sizes

38. 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 But this rose to a hefty 67% differential in the 6 years to 2016.
Source: IPA Databank UK case studies (52% of all cases) compares users of print to non-users, data aggregated over 6 years for robust sample sizes

39. 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 (52% of all cases) compares users of print to non-users, data aggregated over 6 years for robust sample sizes

40. 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 (52% of all cases)

41. 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 (52% of all cases)

42. 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

43. 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)

44. 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)

45. 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)

46. • 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

47. Why print is so effective

48. 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

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

50. 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

51. 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

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

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

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

55. 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

56. 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

57. 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

58. 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”

59. 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

60. 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?

61. 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

62. 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

63. +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

64. Advertising works hard on sight and sound
and forgets touch

65. +16% +22% Would be glad to try Would recommend
Source: Newsworks, Touching is believing, 2015

66. 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

67. Summary
Print reaches 64% of adults per month and 59% 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 in a quality environment, and its tangibility helps to improve brand metrics
NEWS