More Readership Details Say Advertisers

According to research conducted by the ISBA’s Press Action Group, advertisers would spend more money on press advertising if there was more readership data available.

Respondents to the survey together account for £200m worth of press ad spend and nearly a third (31%) said the lack of readership data made them spend less in press advertising.

The lack of information regarding section readership and page traffic is the chief issue with 84% of respondents saying they are “very” or “quite” concerned.

Respondents answered questions regarding their own reading habits. 81% said they totally ignored some sections of newspapers and 66% confirmed that different sections were often read by different members of their households. 34% said they read more magazines than ever before but, crucially, in less detail. Respondents also indicated that daily readership figures would be welcomed.

The majority of respondents also wish for more precise information relating to the different effects on consumer recall of alternative advertisement sizes and colour and mono reproduction. Dominic Owens, Chairman of the ISBA Press Action Group believes that the lack of clear readership data is costing the press dear.

“Ad spend is certainly being affected by the shortage of relevant information about readership, and press is losing to other media as a result. Clearly, publishers that could provide information regarding section and page readership would be extremely well placed to attract back significant advertiser revenue.”

“There is an increasing proliferation of magazines and multi-section newspapers and publishers need to supply advertisers with the relevent readership data. Other media has already made great strides in this direction, such as the Radio Advertising Bureau which produces a wealth of valuable information on listener rates and behaviour. This has resulted in a significant rise in advertising revenue as a whole.”

For more information contact Peter Marr, ISBA, TEL: 0171 499 7502