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 44
Why print is so effective 45
Attention 46
Context effect 53
Touching is believing 56
Summary

2. Print
A deep dive

3. Demographics 51% 49% Daily Weekly Monthly Adults 29% 15.3m 54% 28.1m
66%
34.3m
18-34
22%
3.1m
47%
6.7m
61%
8.7m
35-54
25%
4.2m
52%
8.8m
65%
11.0m
55+
41%
7.7m
64%
11.9m
72%
13.4m
ABC1
8.3m
55%
15.6m
69%
19.3m
C2DE 7m
12.5m
62%
15.0m
51%
49%
Adults: Aged 15 and over
Source: NRS July 2015 – June 2016

4. Australian population
More people read newspapers every month than the population of Australia
Australian population
23.1 million
Monthly print readers
34.3 million
Source: NRS July 2015 – June 2016

5. That’s 34.3 million people every month
Print reaches 66% of adults
That’s million people every month
Source: NRS July 2015 – June 2016

6. Print reaches 61% of all millennials
Just under 9m s
Millennials classified as year old adults.
18-34 year olds who read a newspaper every month: 8,720,000
Source: NRS July 2015 – June 2016

7. 13.8m Newspapers reach 6m more women each week than women’s magazines
13.8m per week, 52% of all women
Magazines:
7.8m weekly, 29%
13.8m
Source: NRS July 2015 – June 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 September 2016

11. Daily newspapers
Source: ABC September 2016

12. Sunday newspapers
Source: ABC September 2016

13. Qualities
Source: ABC September 2016

14. Mid-market
Source: ABC September 2016

15. Populars
Source: ABC September 2016

16. Readership

17. Total print reach 34.3m 28m 15.3m Print - % of all adults 31% 56% 67%
Source: NRS July 2015 – June 2016

18. Daily print readership (000)
Source: NRS July 2015 – June 2016

19. Weekly print readership (000)
Doesn’t include Sunday titles
Source: NRS July 2015 – June 2016

20. Monthly print readership (000)
Doesn’t include Sunday titles
Source: NRS July 2015 – June 2016

21. Print reach 68% 64% 57% 51% 32% 27% By gender (millions)
Source: NRS July 2015 – June 2016

22. Print reach By age (millions) 19% 43% 22% 48% 63% 23% 51% 64% 26% 53%
65%
33%
58%
68%
47%
74%
Source: NRS July 2015 – June 2016

23. Who are they?

24. ‘I like innovative cars’
Print
readers are…
TRAVELLERS
FOODIES
HEALTH CONSCIOUS
BUSY
MOTORS ENTHUSIASTS
7 million
‘I like innovative cars’
71%
‘I like the idea of travelling abroad’
15 million
‘I get a lot of pleasure out of food’
18 million
‘To stay healthy it’s important to exercise regularly’
12 million
‘Shopping online makes my life easier’
Read in the last 7 days
Source: TGI Clickstream 2016 Q2

25. Print readers are financially aware and are more likely to have investments
Visited website in the last 7 days, Read in the last 7 days, Ever watch TV in the last week, Ever listen to the radio in the last week
Investments: Stocks, Shares, Unit Trusts & Investment Trusts
Source: TGI Clickstream 2016 Q2

26. Print readers have higher savings and investments when compared with other media users
Visited website in the last 7 days, Read in the last 7 days, Ever watch TV in the last week, Ever listen to the radio in the last week
£31,101
£25,739
£23,292
£25,966
£23,742
Source: TGI Clickstream 2016 Q2

27. 15.4m More print readers use internet banking than Twitter users 13.2m
Did you know?
67% of print readers admit that they are more aware of personal finance now than they used to be
Visited website in the last 7 days, Read in the last 7 days
Source: TGI Clickstream 2016 Q2

28. Print readers spend more on their cars on average
Visited website in the last 7 days, Read in the last 7 days, Ever watch TV in the last week
£10,373
£9,837
£9,704
£9,852
£9,768
Source: TGI Clickstream 2016 Q2

29. Print readers are more likely to buy a brand new car
Visited website in the last 7 days, Read in the last 7 days, Ever watch TV in the last week, Ever listen to the radio in the last week
Intention to buy a new vehicle
Source: TGI Clickstream 2016 Q2

30. Print readers are more likely to spend over £20,000 on their next car
Visited website in the last 7 days, Read in the last 7 days, Ever watch TV in the last week, Ever listen to the radio in the last week
Source: TGI Clickstream 2016 Q2

31. Millennials who read print are more likely to try and keep up with developments in technology
Visited website in the last 7 days, Read in the last 7 days, Ever watch TV in the last week, Ever listen to the radio in the last week
Source: TGI Clickstream 2016 Q2

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 in the last 7 days, Read in the last 7 days, Ever watch TV in the last week, Ever listen to the radio in the last week
Source: TGI Clickstream 2016 Q2

33. Print readers make more online purchases than Twitter users
Visited website in the last 7 days, Read in the last 7 days, Ever watch TV in the last week, Ever listen to the radio in the last week
Made site purchases in the last 4 weeks using main computer in home
Source: TGI Clickstream 2016 Q2

34. Millennials who read print are more likely to use websites to book their holidays
Visited website in the last 7 days, Read in the last 7 days, Ever watch TV in the last week, Ever listen to the radio in the last week
Millennials: Adults aged 18-34
Source: TGI Clickstream 2016 Q2

35. On average, print readers have spent more on their holidays over the last 12 months
Visited website in the last 7 days, Read in the last 7 days, Ever watch TV in the last week, Ever listen to the radio in the last week
£1,464
£1,378
£1,361
£1,384
Source: TGI Clickstream 2016 Q2

36. How print can deliver results

37. Campaigns that use print newsbrands deliver stronger business effects
+36%
Uplift in business effects vs non-users
Business effects = sales, market share, price sensitivity, loyalty, customer acquisition, profit
Peter Field’s analysis showed that newsbrands have an impact on the business effectiveness of campaigns.
Including print newspapers in the media mix has a multiplier effect of 1.36 – in other words, newspapers improve the business effectiveness of campaigns by 36%.
These effects were measured for cases spending 8% or more of their total budget on newspaper media. (The importance of a spending threshold and optimum percentage to maximise effects are also evident in the ROI study conducted by Benchmarketing)
Source: IPA Databank case studies 2012 and 2014

38. Larger brands have higher uplifts with print newsbrands in the mix
57%
36%
Business effects = sales, market share, price sensitivity, loyalty, customer acquisition, profit
There is an ESOV disadvantage for print newsbrands. One way of levelling the playing field is to look at larger brands only. And we can see that for these larger brands the inclusion of print newsbrands in the media mix increases business effectiveness by as much as 57%
(base: strong challengers and leaders = 40 cases)
Uplift in business effects vs non-users
All cases
Large brands
Source: IPA Databank case studies 2012 and 2014

39. The impact of print newsbrands is higher for long-term cases
62%
36%
Business effects = sales, market share, price sensitivity, loyalty, customer acquisition, profit
We identified a disadvantage for print newsbrands in that they were more likely to be part of the media mix for short-term cases – which are generally less effective. If we look at long-term cases only (25 cases) - there is a much stronger impact on business effectiveness
Uplift in business effects vs non-users
All cases
Long-term cases
Source: IPA Databank case studies 2012 and 2014

40. 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

41. 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)

42. 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)

43. 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)

44. • 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

45. Why print is so effective

46. 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

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

48. 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

49. 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

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

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

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

53. 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

54. 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

55. +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

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

57. +16% +22% Would be glad to try Would recommend
Source: Newsworks, Touching is believing, 2015

58. 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

59. Summary
Print reaches 66% of adults per month and 61% 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 and its tangibility helps to improve brand metrics
NEWS