Last year retailers spent over £400 million on advertising in newspapers: that is over a quarter of their annual advertising budget. This briefing draws together the key insights and statistics which explain why newsbrands – newspapers in all their print and digital formats – remain such an important advertising medium for this sector.
Part One: the newsbrand audience
The increase in digital readership means the total newsbrand audience has grown (it’s higher than it was 10 years ago) - and time spent reading digital editions is growing fastest. Newspapers also reach the right kind of shopper (e.g. 16 million women every week) and at a time when the shops are open.
Part Two: why the top 40 retailers all use newsbrands
Newspapers’ ability to reach large numbers of people (over 40 million a month) and to reach them fast (people read today’s newspaper today) makes the medium unparalleled in terms of audience. In addition, newsbrands offer the flexibility that retailers need (e.g. copy can be changed in response to fast-changing marketplace conditions).
New technology is also opening up new engagement opportunities, such as Augmented Reality applications, which bring print ads to life using mobile apps.
Part Three: creative use of the medium
Example of retail creative in newsbrands.