Newspapers delivered 25% more impact and 18% higher ad recognition

1. Newspapers‟
Impact Study
Adding a „wow‟ kick-start
to magazine campaigns

2. Contents
Key Metrics:
Summary of research results
Reasons Why
Perceptions
The advantages
Full methodology details

3. • Newspaper ads have more standout and are better-remembered
• Mass reach: 11.9m women 16-60 year olds read newspapers in
an average week - 3.9m more than read a magazine
• Right now delivery: 96% of newspaper readers read on the day of
publication vs 20% for women‟s weeklies and 4% for women‟s
lifestyle monthlies
• Women trust newspapers to be well informed and straight
with them
• Women are more likely to act on newspaper ads
Newspapers have the wow
factor to kick-start campaigns

4. The women were first asked to read the papers and magazines as
they would normally, and put a post-it note on anything that caught
their attention.
At this stage they had been given no indication what categories the
researchers were interested in, and advertising was not mentioned. They
were simply highlighting anything that caught their attention.
A follow-up stage asked women about advertising they had seen in the
publications.
Based on: 11 ads in both newspapers and magazines 445 women aged 16-59
IMPACT AND AD RECOGNITION

5. Readers of quality newspapers and
monthly magazines
Readers of popular/mid newspapers and
weekly magazines
The Daily Telegraph
December 3, 2010
Fractional, over two pages –
pages 3&5
Vogue
December 2010
Double-page spread –
Pages 36 & 37
Daily Mirror
December 3, 2010
Full page – Page 30
Woman‟s Own
December 6, 2010
Full page – Page 66
SOURCE: KANTAR MEDIA DEC10 (WOMEN REGULAR QUALITY NEWSPAPER
AND MONTHLY MAGAZINE READERS 142)
SOURCE: KANTAR MEDIA DEC10 (WOMEN REGULAR
POPULAR/MID NEWSPAPER AND WEEKLY MAGAZINE READERS
148)
Respondents were matched with
reading preferences for example…

6. NEWSPAPERS ADS ACHIEVE
25% HIGHER STANDOUT
SOURCE: KANTAR MEDIA DEC10 (WOMEN REGULAR NEWSPAPER AND MAGAZINE READERS 445)
Newspapers deliver
25% more impact

7. SOURCE: THE DAILY TELEGRAPH, 27 JULY
% OF WOMEN MARKING AD WITH POST-IT NOTE
You can‟t miss it, the
model and her pose draw
you in and the size of the
print and product catch
your eye
“
”
SOURCE: KANTAR MEDIA/QUALITY MARKET READING &
NOTING STUDY, DEC10 (WOMEN 142)
Standout in newspapers
higher than magazines

9. Distinctive advert,
hard to ignore
Love the perfume/colours
used in this advert
“
”
% OF WOMEN MARKING AD WITH POST-IT NOTE

10. % OF WOMEN MARKING AD WITH POST-IT NOTE
Can‟t miss this one
“ ”

11. NEWSPAPER ADS GAIN
18% HIGHER RECOGNITION
SOURCE: KANTAR MEDIA DEC10 (WOMEN REGULAR NEWSPAPER AND MAGAZINE READERS 445)
Ten of the 11 ads
were recognised
more strongly from
newspapers than
from magazines
Newspaper advertising
sinks in deeper

12. SOURCE: KANTAR MEDIA DEC10 (WOMEN REGULAR QUALITY
NEWSPAPER AND MONTHLY MAGAZINE READERS 142)
% RECOGNISING
Stronger recognition
In newspapers than monthly

13. % OF WOMEN MARKING AD WITH POST-IT NOTE
Love the picture, makes me
want to try out different recipes
“
”
Looks very appetising,
I might try this
one
“
”SOURCE: KANTAR MEDIA DEC10 (WOMEN REGULAR MID NEWSPAPER AND WEEKLY MAGAZINE READERS 155)
Standout in newspapers
higher than magazines

14. % RECOGNISING % RECOGNISING
SOURCE: KANTAR MEDIA DEC10 (WOMEN REGULAR POPULAR/MID
NEWSPAPER AND WEEKLY MAGAZINE READERS 148)
SOURCE: KANTAR MEDIA DEC10 (WOMEN REGULAR MID
NEWSPAPER AND WEEKLY MAGAZINE READERS 155)
Standout in newspapers
higher than magazines

15. NEWSPAPER ADVERTISING ACHIEVES HIGHER
STANDOUT & RECOGNITION BY…
CREATING INTEREST
Consumers were asked
why they thought the
advert had stood out
more/ the same in the
newspaper vs magazine.
Initially it was the leopard cub that made me notice
this advert, then I saw that it was an advert for the
Cartier brand – very simple, very effective I thought
“
”
Crisp colour scheme, the use of a baby cub,
elegant and eye-catching writing, two page spread
SOURCE: KANTAR MEDIA/QUALITY MARKET READING & NOTING STUDY, DEC10
(WOMEN 142)
What is it about newspapers and these adverts
That powered the newspaper results?

16. CELEBRATING TOPICALITY SPARKING IDEAS
CAPTURING THE MOOD SURPRISING AND DELIGHTING
SOURCE: KANTAR MEDIA DEC10 (WOMEN REGULAR
POPULAR/MID NEWSPAPER AND WEEKLY MAGAZINE READERS
148)
SOURCE: KANTAR MEDIA DEC10 (WOMEN REGULAR
POPULAR/MID NEWSPAPER AND WEEKLY MAGAZINE READERS
148)
SOURCE: KANTAR MEDIA/QUALITY MARKET READING &
NOTING STUDY, DEC10 (WOMEN 142)
SOURCE: KANTAR MEDIA DEC10 (WOMEN REGULAR
POPULAR/MID NEWSPAPER AND WEEKLY MAGAZINE READERS
148)
It was very clear
and drew my
Attention
It‟s big
and bold
“
”
It had a
suggestion of how
to use Hellmann‟s
mayo with leftover
turkey.
I love mayo so
it stood out
to me!
“
”
The advert was in cartoon form which
made me feel attracted to look
at it. It was advertising how they can
help you get energy fit
The little cartoon mice trying to get
under a door really sticks in my
mind for E.ON
“
”
I think the black and
white and „sparkle‟
factor made it stick out
“
”
It‟s a really good ad &
gives the bubbly
feeling of enjoying
drinking champagne

17. 93
%
79
%
76
%
74
%
61
%
41
%
47
%
49
%
72
%
25
%
PERCEIVED STRENGTHS OF NEWSPAPERS COMPARED TO MAGAZINES
Provides information that
is current and up to date
Reading is a ritual that
keeps me in touch
Gives me ideas and
things to talk about
More informative
than other media
Offers cutting
edge features
NEWSPAPERS
MAGAZINES
SOURCE: KANTAR MEDIA DEC10 (WOMEN REGULAR NEWSPAPER AND MAGAZINE READERS 445)
Reading the paper is often part of a ritual, like
sitting down for a coffee break. It is built into her day.
Newspapers are
essential for women

18. They see their product reviews as more
objective, so they are more likely to use the
paper as a source of ideas – most said they had
tried products advertised in their newspaper.
Confidence in papers
adds value for advertisers

19. AGREE
Seeing ads next to
related articles makes
them more memorable
and relevant
QUALITY
READERS
AGREE
Seeing
food, cosmetics, snac
ks, household and
utility adverts in a
newspaper make
them feel that their
paper was including
things that interest
them personally
Prefer newspaper
reviews as they are
more objective AGREE
Companies that
advertise in newspapers
show they are really
confident in the product
Often try the products
that have been
reviewed
Often rip out a
newspaper
clipping and
refer to it while
shopping
NEWSPAPERS DRIVE ACTION
Women‟s perceptions
of newspapers

20. STATURE OF NEWSPAPER
“If a reader spotted the ad in their
usual newspaper, it might lead to
purchase, because newspapers
are more “serious” than
magazines. So they might think
that the newspaper somehow
endorses the product or makes it
more acceptable and attainable.”
NEWSPAPER CREDIBILITY
“I think magazines don‟t actually rate
their products, they are just there
because they have booked space –
probably very cynical of me to
believe it. But I think the papers
compare things and probably look at
the goods before they put them in.”
LESS CLUTTER
“Adverts stand out more as there
are fewer of them in newspapers.”
SURPRISE FACTOR
“It could really stand out from all the
other advertising there is in
newspapers right now..”
Newspapers have clear advantages
for consumers…in their words…

21. SALIENCY
“Reaches a wider audience on
a more regular basis, would
keep the brand fresh in
people‟s minds.”
SPEED OF COVER BUILD
“National newspapers tend to be
read by thousands of people so you
are going to appeal to the customer
in a faster way.”
IMMEDIACY
“I believe the offers more in a
newspaper. I don‟t know why.
Maybe it is because it‟s more
current and it‟s daily and you know
it‟s up to date. With
magazines, you probably think that
it‟s out of date.”
SCALE OF AUDIENCE REACH
“A wider cross section of the public
read the newspaper more, so more
people will be viewing the
ad, whereas magazines are
targeted to specific gender and age
group with specific interests which
do not cover a large section of the
public.”
Newspapers have clear advantages
for consumers…in their words…

22. People read it, especially on trains later
in the day when they want a drink
Examples of comments for Alcohol
Editorial
Context
SOURCE: KANTAR MEDIA/QUALITY MARKET READING & NOTING STUDY, DEC10 (WOMEN 142)
Newspapers tend to have reviews by
respected wine critics, as well as their
suggestions as to what to try in the
drinks market, if you have previously
enjoyed suggestions made by their
critic, you are more likely to try another
of their suggestions
Greater captive audience, possibility of
more affluent background and therefore
more likely to purchase champagne
Proximity
To Use
Reaching High
Value Customers
Newspapers have clear
advantages for consumers

23. Catch people looking for
a quick and easy supper
Tapping into
the mindset
People looking for bargains
in the newspaper will find it
Fits with
behaviour
Wider readership – males and
females of all ages on a more
regular basis
Tapping into
the mindset
SOURCE: KANTAR MEDIA DEC10 (WOMEN REGULAR MID NEWSPAPER AND WEEKLY MAGAZINE READERS 155)
Newspapers have clear
advantages for consumers
Examples of comments for Food

24. More likely to reach men who would
choose perfume based only on advert.
Men often buy perfume for Christmas and
birthdays and would probably feel that a
perfume which was advertised
would probably have a status!
Reaching the
Purchaser
Size Creates
Impact
Newspapers are often larger therefore allowing
for full page or even two page spreads
Surprise
Element
It would be less expected so would
have a greater impact, also it would
reach a wider audience
SOURCE: KANTAR MEDIA/QUALITY MARKET READING & NOTING STUDY, DEC10 (WOMEN 142)
Newspapers have clear
advantages for consumers
Examples of comments for Fragrance

25. Many people eat chocolate when reading a newspaper;
the two go together. Also, people buy newspapers at the
newsagents which also sell chocolate
Snacking
Occasion
Wider readership on a more regular basis. The more
often people see it the more they will remember it, and
the more likely they are to make it their first choice
when buying
Could encourage an impulse purchase at the train
station if people are reading it on the way to work
Target people when they are travelling and might
prompt a purchase whilst hungry and en route
Saliency
Impulse
Proximity To
Purchase
SOURCE: KANTAR MEDIA DEC10 (WOMEN REGULAR MID NEWSPAPER AND WEEKLY MAGAZINE READERS 155)
Newspapers have clear
advantages for consumers
Examples of comments for Chocolate

26. Wider coverage and a greater diversity of
readers, so more exposure for your product
Less
Cluttered
Less
Cluttered
Greater
Exposure
Larger pages to show the product and
grab the attention
It is more likely to be noticed because there
are fewer adverts in newspapers; and larger
adverts are more likely to capture attention.
In magazines, there are too many
advertisements and they all look the same
after a while. This doesn‟t happen in
newspapers
SOURCE: KANTAR MEDIA/QUALITY MARKET READING & NOTING STUDY, DEC10 (WOMEN 142)
Newspapers have clear
advantages for consumers
Examples of comments for Luxury Accessories

27. I think it is good to know where and when
offers are in stores for Cosmetics
Immediacy
Impact
SOURCE: KANTAR MEDIA/POPULAR MARKET READING & NOTING STUDY,DEC10 (WOMEN 148)
Appeals to both male and female, can be
ripped out and kept as a reminder by the
person reading the newspaper
Easy Portable
Reminder
I think more people would take a double
look at the advert in the newspaper
Newspapers have clear
advantages for consumers
Examples of comments for Cosmetics

28. People tend to take products
advertised in newspapers
more seriously
Stature &
Authority
More attentive
audience
SOURCE: KANTAR MEDIA DEC10 (WOMEN REGULAR MID NEWSPAPER AND WEEKLY MAGAZINE READERS 155)
People spend longer and concentrate more when
reading daily newspapers than weekly women‟s mags
Wide readership; all sorts might buy air freshener
and you‟re not restricting your readership.
Somehow seems more serious in a newspaper
Broader
Reach
Newspapers have clear
advantages for consumers
Examples of comments for Household

29. Newspaper ads sometimes stand out a bit
more because newspapers have fewer
advertisements
Less
Cluttered
Editorial
context
SOURCE: KANTAR MEDIA/POPULAR MARKET READING & NOTING STUDY,DEC10 (WOMEN 148)
The readership is looking for concrete information
and probably reads the paper thoroughly
A newspaper is bought by all kinds of people and
the ad would have a broader audience type
Editorial
context
Newspapers have clear
advantages for consumers
Examples of comments for Energy Provider

30. Research approach
All regular national newspaper readers:
• Readers of “Quality” titles: exposed to Cartier, Moët, J‟adore Dior ads
• Readers of “Mid-market” titles: exposed to Dolmio, Air Wick, Galaxy, Purina ads
• Readers of “Popular /Mid-market” titles: exposed to Pringles, e.on, Hellmann‟s,
L‟Oréal Revitalift ads
All also read women‟s magazines nowadays:
• Weeklies readers: one cell exposed to Dolmio, Air Wick, Galaxy, Purina ads
and one cell exposed to Pringles, e.on, Hellmann‟s, L‟Oréal Revitalift ads
• Monthlies readers: exposed to Cartier, Moët, J‟adore Dior ads
• All main or joint household shoppers
Newspapers and magazines carrying relevant ads sent to respondents with instructions to
attach Post-it notes to anything that stood out/captured attention (no mention of ad test or
product category). Publications returned for analysis
Online follow up: media perceptions, ad awareness, category ad awareness, recognition
& diagnostics
11 ads in both
newspapers &
magazines
445 women
aged 16-59
Full methodology details

31. Creative tested: Quals & monthly magazines
The Daily Telegraph
Friday, December 3, 2010
Fractional, over two pages –
pages 3&5
Vogue
December 2010
Double-page spread –
Pages 36 & 37
The Times
Thursday, Nov 18, 2010
Full page – Page 15
Vogue
December 2010
Full Page – Page 34
The Daily Telegraph
Friday, December 3, 2010
Double-page Spread – Pages 8&9
Vogue
December 2010
Double-page spread –
Pages 50 & 51
Source: Kantar Media Dec10 (Women regular quality newspaper and monthly magazine readers 142)
The Sunday Times
Sunday, December 5, 2010
Full page – Page 9
Range of publications
and ads tested

32. Creative tested: Popular/Mids & weekly magazines
Daily Mirror
Tue, Nov 23, 2010
Fractional, page 6
Woman‟s Own
December 6, 2010
Full Page – Page 44
Daily Mirror
Fri, Dec 3, 2010
Full page, page 36
Woman
December 6, 2010
Full Page – Page 36
Daily Mirror
Fri, Dec 3, 2010
Full page – page 30
Woman‟s Own
December 6, 2010
Full Page – Page 66
Evening Standard
Mon, Nov 29 2010
Full page – Back cover
Woman
December 6, 2010
Double page spread –
pages 26 & 27
Source: Kantar Media Dec10 (Women regular Mid-market newspaper and weekly magazine readers 155) * Reprinted for newspaper research
* *
Range of publications
and ads tested

33. Range of publications and ads tested
Creative tested: Mids & weekly magazines
Source: Kantar Media Dec10 (Women regular popular /mid newspaper and weekly magazine readers 148)
Daily Mail
Mon, Nov 22, 2010
Full Page – Page 26
Woman‟s Own
November 15, 2010
Full Page – Page 38
Daily Mail
Mon, Nov 22, 2010
Full Page – Page 24
Woman‟s Own
November 15, 2010
Full Page – Inside back
cover
Evening Standard
Wed, Nov 10, 2010
Full Page – Page 28
Woman‟s Own
November 15, 2010
Full Page – Page 4
Daily Mail
Mon, Nov 22, 2010
Fractional – Page 55
Woman‟s Own
November 15, 2010
Full Page – Page 22
* Reprinted for newspaper research
*