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Newspaper Advertising 'Can Triple Campaign Effectiveness'


Written by ApplePrint

Businesses looking into their print management practices at the moment might want to consider advertising their goods and services in newspapers, as well as direct mail and other marketing techniques.

New research from effectiveness consultancy Benchmarketing, carried out on behalf of Newsworks, has found that newspaper advertising can actually increase revenue return on investment three-fold.

The study found that including newspapers in advertising campaigns can increase effectiveness by 5.7 times for the finance sector, three times for travel, 2.8 times for retailers, 1.7 times for the automotive industry and 1.2 times for fast-moving consumer goods. What’s more, newspapers were also found to increase overall effectiveness of campaigns while supporting other media such as online display (which becomes four times more effective) and TV (which doubles).

“Advertisers who want the best return on their investment should study this data. It is clear that newspaper brands boost other media as well as performing a powerful role in their own right. Running a campaign without newspapers is like trying to bake a cake without baking powder,” CEO of Newsworks Rufus Olins said.

These are certainly interesting results given research from eMarketer, released in September 2015, that predicted that mobile advertising spend will increase by nearly a half in the next 12 months, overtaking print advertising for the first time.

So the next time you’re planning out your ad strategies, it could certainly be worth giving newspapers a second thought. Who knows? It could really make a difference to your bottom line if you do take steps in this regard.

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