Top facts you need to know about newsbrands

26 Newsbrands reach million adults in the UK Every single day Source: PAMCo 2 2019 (Apr '18 - Mar ‘19)

Across all platforms Newspapers 11.5 million Desktop & PCs 4 million Mobile 15.7 million Newsbrands 26.1 million Source: PAMCo 2 2019 (Apr '18 - Mar ‘19)

And their daily reach is growing… 26.1m +11.7m 23m 14.4m +2.9m 11.5 m NRS Apr 07 – Mar 08: Read yesterday NRS Apr 07 – Mar 08 PAMCo Apr 18 – Mar 19 Print Reach PC adds to print Reach mobile adds to print and PC

That’s 6.4 million young people every day They reach 45% of all 18-34s That’s 6.4 million young people every day Source: PAMCo 2 2019 (Apr '18 - Mar ‘19)

Readers spend a significant amount of time with their newsbrand of choice Newspapers 1 hour 11 minutes Tablet 56 minutes Smartphone 54 minutes Desktop 47 minutes Sunday newspapers 1 hour 26 minutes (read on a Sunday) Time spent reading newsbrands on the days people read Source: IPA TouchPoints 2018

Newsbrands command not only time, but attention as well Solus media usage Multiple media usage x high focus Source: Newsworks – The battle for attention, 2016

Newsbrands deliver results Adding newspapers to your campaign boosts ROI by times on average Source: Benchmarketing/BrandScience Results Vault, 2011 - 2015

… across many sectors 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 boosts effectiveness by 3 times Adding newspapers to a FMCG campaign increases effectiveness by +20% Source: Benchmarketing/BrandScience Results Vault, 2011 - 2015

They make other media more effective Using digital newsbrands boosts print ROI by up to 5 times Newspapers make TV twice as effective and online display four times more effective Source: Benchmarketing/BrandScience Results Vault, 2011 - 2015

% reporting very large effects And it’s not just ROI – Multi-platform newsbrands impact all business metrics sales market share price sensitivity loyalty customer acquisition profit Print + digital newsbrand users Non-users % reporting very large effects Source: IPA Databank case studies 2012 - 2014

They make other media work harder Newsbrands boost the effectiveness of TV +65% Vs TV with no newsbrands Source: IPA Databank case studies 2012 - 2014

And boost the business effectiveness of other digital media +53% +118% Vs online display with no newsbrands Vs social media with no newsbrands Source: IPA Databank case studies 2012 - 2014

The roles newsbrands play What roles can newsbrands play in the modern media mix? Using learnings from around the industry we have synthesised the job for communications into five core routes. In the age of storytelling, newsbrands play a key role in delivering outcomes against all five core routes. Fame & stature Prompt action Education & understanding Build trust Address an issue Newsbrands create the sense of a brand having momentum; of being an important brand that commands attention Newsbrands cause consumer action, directly or indirectly impacting sales Newsbrands deepen consumer understanding of what a product, brand or company is or does Newsbrand advertising acts to consolidate or develop a brand’s reputation Newsbrands are effective for brands that need to focus on a specific issue or event