Advertisers who are scaling back on newspaper advertising are missing a beat. This is the finding of a new study, conducted by effectiveness consultancy Benchmarketing for Newsworks, which claims that advertising with newspapers increases overall revenue return on investment by three times.
The ROI study covers 500 econometric models to provide evidence of the impact news brands have on advertising campaigns. The results show that newspapers increase overall campaign effectiveness as well as boosting other media – newspapers make TV twice as effective and online display four times more effective. It goes on to claim that using digital news brands boosts print ROI by up to five times.
The research comes off the back of challenging times in the print market, which has seen advertising revenues decline at a rapid rate this year as advertisers are investing more digitally. Across all categories print news brand spend has declined since 2011, while digital channels accounted for a third of media spend in 2015.
The research hopes to prove once and for all the value of print advertising. It claims advertisers wanting to maximize effectiveness in their campaigns need to return to 2013 levels of expenditure, where investment in print was at 11.4 percent. That figure has since dropped to 7.6 percent in 2015.
On a sector by sector basis, the research found that adding newspapers to a campaign increases effectiveness by 5.7 times for finance; three times for travel; 2.8 times for retail; and 1.7 times for automotive.
Rufus Olins, chief executive at Newsworks, said: “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.”