IPC To Study Newspaper Sections

IPC is to carry out research into the effect of the mid-market newspaper review sections.

Mike Baker, divisional marketing controller told MediaTel that although final details are not yet agreed, they want to know whether the review sections are seen as a benefit by readers and especially as to whether people pay more attention to newspapers as a result of this.

He added that this research will be a follow-up to that carried out earlier in the year on tabloid sections by IPC, which revealed that women in particular are more likely to read magazines than newspapers, and that they have a stronger relationship with their magazine.

Mike Baker acknowledged that they do perceive the new sections as a competitive threat to some degree, and they intend to find out whether the market will be affected. The ‘reading’ and ‘noting’ study will begin in January and the results should be released in March.

Baker pointed out that there has been very little information produced by newspapers into the benefits for reader and advertiser, and sees this as very significant.