News & Opinion

Dispelling the myths of the news industry and other insights

This week Insight Director Denise Turner spoke at a NewsBrands Ireland event to an audience of 100 young planners where she showcased some of the industry’s best insight work.

She talked about an industry that, contrary to popular opinion, is enjoying stellar growth. Print remains strong in the UK with 11 million people reading a paper every day. She highlighted the 19 million people reading news brands online daily, a growth of 14% versus 2018, equating to two million more readers. Now what brand wouldn’t like to have a part of that! 

Denise also dispelled the myth that it doesn’t matter where you put your advertising online, that all digital placements are equal. Referring to our Context Matters work, she demonstrated that quality does indeed matter online and that quality environments are complementary to social platforms, performing different roles in promoting brands to consumers. 

She also challenged the notion that being in a hard news environment (crime, politics, terrorism) is damaging to advertiser brands, showing that it has no negative impact on advertising response.

And finally and perhaps most importantly, she underlined the ability of both print and digital news brands to drive widespread business effects as part of a multi-media campaign, referencing work we’ve carried out with the renowned effectiveness expert Peter Field using data from the IPA Databank

Denise’s co-presenters at the session were Mitchell O’Gorman, Managing Director, Media Division, Kantar Ireland and Aine Smyth, Audi Brand, Marketing and Communications Manager - Audi Ireland.

Mitchell used the latest TGI data to demonstrate the reach of news brands and the quality of the audience they deliver. Aine showed show Audi Ireland have been using print and digital news brands to great effect to stand out from the clutter of car advertising, and how they’ve created bespoke content for news brands. For Audi Ireland, news brands offer the opportunity to deliver on both brand and tactical objectives.

As part of the day the young planners were then given a brief to create an innovative media plan that includes news brands. Denise formed part of the judging panel and said: “The presentations from all of the teams in the planning competition showcased the diversity of the news brand offering, and how there are so many different creative opportunities for advertisers. News brands are most definitely alive and kicking!”

23/10/19

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