Introduction to newsbrands

Table of contents The newsbrands3 What makes newsbrands different? 8 Key readership facts12 Time spent/time of day20 Engagement, content and attention22 Effectiveness in a multimedia world25 Business Effects26 ROI32 Brand building performance36 Summary40

The newsbrands NEWS

The market

* Not Newsworks stakeholders ** Online only The market OwnersSundaysDailies DMG media Guardian News & Media ESI Media News UK Telegraph Media Group Trinity Mirror Johnston Press Northern & Shell Pearson PLC * * * * * **

* * * * * Paid forFree * Not Newsworks stakeholders ** ** Online only The market

* Not Newsworks stakeholders ** Online only The market PopularsQualityMid-market * * * * * **

What makes newsbrands different?

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

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

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

Newsbrands reach 47million adults in GB each month… that’s more than Google Source: NRS PADD July 2015 – June comScore June 2016, comScore MMX June 2016

Newsbrands reach 96% of all millennials That’s just under 14 million 18-34s every month Source: NRS PADD July 2015 – June comScore June 2016

18 million 16.4 million More people read newsbrands daily than eat a packet of crisps Source: NRS PADD July 2015 – June comScore June 2016

Newspapers 34 million Desktop 21 million Tablet 9 million Smartphones 25 million Newsbrands 47 million Newsbrands reach people across all platforms Source: NRS PADD July 2015 – June comScore June 2016, comScore June 2016

Newsbrands reach people across all platforms Source: NRS PADD July 2015 – June comScore June m 9m 8.5m 2.3m 8.3m 1.0m 3.6m

Newsbrands reach people of all ages By age (millions) 25% 53% 28% 59% 96% 31% 62% 95% 33% 63% 92% 39% 66% 87% 48% 72% 82% 97% Source: NRS PADD July 2015 – June comScore June 2016

Print Reach PC adds to print Reach phone/tablet adds to print and PC + 4.6m + 8.5m 47.3m 39.7m Jan 07 - Dec 07 Apr 15 - Mar m 38.8m Newsbrands have a growing audience Source: NRS PADD July 2015 – June comScore June 2016

23,365 Source: NRS PADD July 2015 – June comScore June 2016 Multi-platform reach is unique by title Total monthly reach (000s)

Readers spend a significant amount of time with their newsbrand of choice Time spent reading newsbrands on the days people read Source: IPA TouchPoints 2016

Newsbrands are consumed at different points throughout the day (Average weekday) Source: IPA TouchPoints 2016

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

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

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

Effectiveness in a multimedia world

Campaigns that use print newsbrands deliver stronger business effects +36% Uplift in business effects vs non-users Source: IPA Databank case studies, 2012 and 2014

Multi-platform newsbrands are even more effective +58% Uplift in business effects vs non-users NEWS Source: IPA Databank case studies, 2012 and 2014

Multi-platform newsbrands impact all business metrics % reporting very large effects Sales Print + digital newsbrand usersNon-users LoyaltyMarket share Customer acquisition Price sensitivity Profit Source: IPA Databank case studies, 2012 and 2014

Newsbrands boost the effectiveness of TV +65% vs TV with no newsbrands TV NEWS Source: IPA Databank case studies, 2012 and 2014

TV + online benefits from the inclusion of digital newsbrands +59% vs TV with no online NEWS TV Other online display TV +16% vs TV with no online Source: IPA Databank case studies, 2012 and 2014

Newsbrands boost the business effectiveness of other digital media +53% vs online display with no newsbrands +118% vs social media with no newsbrands NEWS Source: IPA Databank case studies, 2012 and 2014

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% Using digital newsbrands boosts print ROI by up to five times Newspapers make TV twice as effective and online display four times more effective ADDING NEWSPAPERS TO YOUR CAMPAIGN BOOSTS ROI BY TIMES ON AVERAGE Source: Benchmarketing/BrandScience Results Vault, 2011 to 2015

Print newsbrands make TV spend work twice as hard £6.49 £12.22 £5.72 £10.82 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 Combined services Source: Benchmarketing/BrandScience Results Vault, 2011 to 2015 Combined services includes: Finance, Retail, Telecoms, Travel & Leisure, Media, Government/Social/Political, Other services (online & offline)

Print newsbrands boost online display and video by up to four times £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% Combined services Source: Benchmarketing/BrandScience Results Vault, 2011 to 2015 Combined services includes: Finance, Retail, Telecoms, Travel & Leisure, Media, Government/Social/Political, Other services (online & offline)

£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 2015 spend levels 7.9% Finance Automotive Combined services: print newsbrands boost radio revenue by up to 10 times Finance Combined services Source: Benchmarketing/BrandScience Results Vault, 2011 to 2015 Combined services includes: Finance, Retail, Telecoms, Travel & Leisure, Media, Government/Social/Political, Other services (online & offline)

How newsbrands work across platform Effective brand building Even more effective brand building Source: The multi-platform study, 2016

Combining print + digital newsbrands gives you a 3.4 times multiplier effect Average uplift across brand health measures Print Print + digital +5% +17% Source: The multi-platform study, 2016

Salience Spontaneous awareness Innovative Source: The multi-platform study, 2016 Brand-building strengths of print newsbrands

+++ Salience+60% Innovative+34% Awareness+31% Quality+24% Trustworthy+19% Salience+52% Worth paying extra for+43% Quality+31% Awareness+31% Salience+27% Awareness+26% Trustworthy+30% Source: The multi-platform study, 2016 Brand-building strengths of multiple newsbrand platforms

NEWS Summary Newsbrands reach over 47m people per month and reach people across all platforms Readers have a strong connection to newsbrands and newsbrands command a high level of attention Multi-platform newsbrands boost business effectiveness by 58% and the business effectiveness of TV and digital media Adding newspapers to your campaign boosts ROI by 3 times on average and makes other media work harder