1. Using newspapers’ topicality, speed and flexibility to connect with consumers Seize the moment

2. Page 1 Seize the moment... Topicality can hugely increase your advertising impact and reader engagement. Only newspapers can do this. Their speed and flexibility allows advertisers to create high impact topical advertising.

3. Page 2 Seize the moment... “A newspaper is great for capturing a particular zeitgeist or responding to a current frame of mind.” Richard Flintham, Executive Creative Director, Fallon “Topical, relevant, immediate and absorbing. If you want to seize the day, a newspaper grabs it with both hands.” Matt Lloyd, Creative Director, VCCP Blue

4. Page 3 Seize the moment... The Weather 2010

5. Page 4 Seizing the moment... The Oscars 2010

6. Page 5 Seizing the moment... The Budget 2010

7. Page 6 Seizing the moment... The General Election 2010

8. Page 7 Seizing the moment... April Fool’s Day 2010

9. Page 8 Seizing the moment... St George’s Day 2010

10. Page 9 Seizing the moment... Midsummer’s Day 2010

11. How brands have harnessed the power of the news to their advantage

12. Page 11 Short cut to… Emotion click thumbnail to play video

13. Page 12 Short cut to… Impact click thumbnail to play video

14. Page 13 Less is More click thumbnail to play video

15. Page 14 The value of … Context

16. Page 15 The value of… Association click thumbnail to play video

17. Page 16 The value of… Association click thumbnail to play video

18. Page 17 The value of… Mending Associations

19. Page 18 The value of… Association click thumbnail to play video

20. Page 19 Getting on to… Consumers’ Radar click thumbnail to play video

21. Page 20 Getting on to… Consumers’ Radar click thumbnail to play video

22. Page 21 Targeting… Talk to the readers’ ‘clubs’

23. Page 22 Making your own News Bold, fast creativity can turn a negative to a huge positive

24. Page 23 The brand is the News Only newspapers could deliver the quick response needed The ad delivered impact and engagement  Consumers identified with it  Consumers respect brands that listen to them and act positively click thumbnail to play video

25. Page 24 Make the News work for your brand

26. Page 25 Hard Fact One 85% of female newspaper readers and 83% of male readers agree that seeing adverts next to related articles makes them more memorable and relevant. BMRB Sept 2008 (Women 1378; Men 320)

27. Page 26 Topical ads in newspapers can boost impact by 5% points The NMA tested responses of women to 75 cosmetics and toiletries ads, including 12 topical ads. The average score for the topical ads was 5% points higher than the average of all the ads. Hard Fact Two BMRB Sept 2008 (Women, 75 ad sample 1378, topical ad sample 1277)

28. Page 27 Hard Fact Three By being relevant to the topic that the audience is interested in at that time, the chances of the marketing message entering the workspace are maximised, so it can have more effect...this strongly supports the notion of placing advertising in topic-relevant spots. Jane Raymond and Graham Page, University of Wales/Millward Brown Cognitive Neuroscience Marketing & Research, 2006

29. Page 28 Hard Fact Four In neuroscience, the theory is that brands are built by creating or modifying the tags associated with the brand. The rub for newspapers is that, section by section, they provide a context which on a good day helps brands achieve this. David Fletcher, Head of MediaLab at Mediaedge CIA, Campaign, Jan 2007

30. Page 29 Hard Fact Five Readers appreciate the relevance of well placed ads as research for a selection of Swine Flu ads demonstrates: 92% agreed that “It was clever to remind me of their anti-viral products on the same page as the NHS advice.” 73% “It made these brands stand out as more relevant and trustworthy than other brands.” 72% “Seeing alongside the NHS ad would make me more likely to buy these products.” BMRB Sept 2009: Women (Swine Flu ads total 1374)

31. Top Tips for Topicality A Selection of the best topical newspaper ads

32. Page 31 Top Topicality Tips One Seize the day with an immediate response

33. Page 32 Top Topicality Tips Two Harness the power of association

34. Page 33 Top Topicality Tips Three Be brave – let the news take the lead

35. Page 34 Top Topicality Tips Four Give it a twist

36. Page 35 Top Topicality Tips Five Less is more – let the topicality do the work for you

37. Page 36 Top Topicality Tips Six Make your own news

38. Page 37 Top Topicality Tips Seven Echo a respected source of information

39. Page 38 Top Topicality Tips Eight If you have a real news story, go for it

40. Page 39 It’s more than just immediacy......it’s also the ability to reach a mass audience in a flash

41. Page 40 The ANNAs Topicality Award The Topicality Award was launched in 2007 to celebrate the best in topical national press advertising £10k prize split between the winning media and creative teams Entry is free, the awards are in January each year, more details at http://www.nmauk.co.uk

42. Page 41 The ANNAs Topicality Awards 20092008

43. So harnessing the power of topicality can increase your advertising impact and reader engagement.

44. Seize the moment

45. Page 44 Appendix: Research Sample & Method Consumer video clips: four BC1C2 focus groups with five respondents in each group Research took place in June 2009 All respondents were daily readers of newspapers, thorough (i.e. read most of the paper) and loyal readers, advertising responders