Topics & themes

Research on advertising’s larger topics and themes from audience attention to measuring effectiveness.

Truly Madly Deeply



























An in-depth study into the deep, emotional and long-term relationships that readers have with their favourite newsbrands, plus the impact that has on advertising within them, conducted by MTM.

Newsworks' Truly Madly Deeply research set out to identify the importance of news in people's lives, the different need states it satisfies and the role of UK national newspaper brands (newsbrands) in achieving that goal.

The study used a multi-stage approach - workshops, media diaries, an online survey and filmed in-depth interviews - and looked at the role of news provided by newsbrands, as well as TV channels and programmes, radio news and online sources, across social media, portals and specialist online news providers.

The research found that news is important to people across a variety of subjects and providers, addressing a number of important need states, ranging from being in the know and fuelling conversation, to ritual and routine.

Newsbrands scored particularly highly in addressing those needs, especially in more emotional areas such as comfort, me-time or feeling uplifted.

Key findings:

  • News is an important and engaging media experience, with a large repertoire of providers addressing a number of need states
  • People read newsbrands to be in the know, feel uplifted, relax, and as part of their routines
  • Readers say newsbrands are trustworthy, relevant to them and make them feel involved, particularly when the experience of print and online is combined
  • Newsbrands are seen as the best source of news for a variety of content – from headlines and short overviews, to in-depth articles, analysis and expert opinion
  • Consumers rate newsbrands' ability to "fuel conversation" higher (69%) than those for TV (34%) and radio (19%) combined

Newsbrands sit right at the core of the news eco-system in consumers' minds. They are associated with unearthing, investigating… 

… and delivering the main stories of the day, with a distinct tone of voice and personality that marks them out in their readers' minds.

Against all of these different needs for news content - from headlines or short overviews all the way through to in-depth articles and analysis or expert opinion - newsbrands are seen as the best source.

Until recently, it was predicted that the depth of this relationship would noticeably decline as new digital competitors began to replace newsbrands with their own news content. Whether it was Sky News, Huffington Post, Google or Facebook, it was assumed that this was the news landscape of the future.

In fact, the reverse appears to be happening. Newsbrand content on mobile devices, laptop or PC screens, via social media or through search engines is becoming more ubiquitous, better read and more engaging than ever.

Those who access their favourite newsbrands using both print and online are consistently more positive about their relationship with that newsbrand across every one of the dimensions the research tested – with particularly strong skews towards "feels relevant to me" and "makes me feel involved".

In conclusion, news is an important and engaging media experience, with a large repertoire of providers addressing a number of need states. However, newsbrands stand out as the core players in this eco-system, addressing these need states better than other commercial competitors.

Newsbrands are also seeing a benefit from digital platforms in deepening engagement with their readers; offering an engaged audience and powerful advertising context as a result.

Newsbrands sit right at the core of the news eco-system – they are not simply there to tell us the news, they are the news; often unearthing, investigating and delivering the main stories of the day, with a distinct tone of voice and personality that marks them out.

David Brennan, founder, Media Native

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Phone:
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Email:
info@newsworks.org.uk

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