‘The newspaper is the new mass-market medium’, according to the chief operating officer of Independent News & Media.
Speaking at the World Association of Newspapers (WAN) 39th annual congress, Gavin O’Reilly, who is also the first vice president of WAN, put forward the ten reasons why he thinks newspapers are still the best advertising medium. He said:
“1. The medium works. Recent effectiveness studies show that when newspapers are added to television-only advertising, both brand awareness and more importantly, the propensity of consumers to buy a product increases dramatically.
2. Newspapers deliver reach and influence.
3. Newspapers target and deliver wealthier consumers. As prosperity increases, so does consumption of newspapers. The opposite is true of television.
4. Newspaper generate response for their advertisers.
5. Newspapers offer flexibility in terms of budgets and formats.
6. Newspapers offer real outlets for creativity and delivering advertising effectiveness.
7. Newspapers offer constant innovation in their quest to attract new readers and offer enhanced advertising platforms.
8. Contrary to market myths, newspapers continue to grow circulation and readership on a global basis, thanks to innovations and proactive marketing.
9. Newspapers work very well in partnership with other media.
10. The newspaper is the ‘ultimate browser’.”
Speaking of the increasingly fragmented audience advertisers struggle to reach, O’Reilly said: “Consumers are overwhelmed with more than 3000 marketing messages every year, everywhere they look and much of it unwanted.
He added: “Remember that fragmentation is not a fad or the latest buzzword. It is being driven by a mixture of technology and consumer choice. It is only a newspaper – with its host of product attributes – that can consistently and cost effectively deliver to that ever-elusive customer.”
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