Overview
Newspapers are a very personal medium. Your choice of newspaper is as defining as your car, house, or clothes and similar to consumer magazines, a reader really trusts in their chosen daily read. Consumers have described the experience of reading their paper as 'being in a bubble' where the outside world doesn't intrude.
A newspaper is highly credible and engaging, it will entertain and provoke debate, challenge and change opinion. As well as being a strong mass medium, the wide variety of content across different sections and topics can give access to specific demographics and mindsets.
Newspapers are also an 'active' medium - you have to actively read them - unlike a radio or TV which can be left on as background noise and doesn't require the same level of participation from the user.
The nature of news content also means that the reader is highly alert and prepared to expect the unexpected so will be open to, and accepting of, a wide variety of advertising messages.
As a newspaper consists of lots of small pieces of information, an advert sits within the content and doesn't need to 'interrupt' it to be seen, making newspaper advertising less intrusive than other formats.
Another unique benefit of advertising in newspapers is the speed of production; allowing an advertiser to submit a last-minute change to a campaign one day to have it in front of the nation the very next day, enabling campaigns that are highly topical and relevant to the reader.
National Press
Our national newspapers reach 76% of UK adults each week. This amounts to 26 million readers on weekdays and 31 million readers at weekends delivering advertisers an extremely valuable mass audience.
Nationals Readership by Age and Social Class
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from the Newspaper Marketing Agency
Perhaps better than other types of print media, the Nationals are developing thriving online counterparts.
Research shows that although advertising revenue in print newspapers has declined slightly in recent years, online versions of newspapers are not simply cannibalising their print siblings but have reached whole new audiences.
Regional Press
As well as 1,300 regional and local, daily and weekly titles, the regional press now boasts over 750 stand-alone magazines and niche publications, over 1,100 websites, 36 radio stations and two television stations.
In their individual markets, regional press brands reach more people than any other medium:
Coverage by
ISBA region |
Any regional newspaper |
| London |
81.4% |
| South |
84.4% |
| East |
86.8% |
| South West |
87.9% |
| Wales & the West |
76.9% |
| Midlands |
85.2% |
| North West |
87.7% |
| Yorkshire |
79.9% |
| North East |
81.0% |
| Central Scotland |
89.4% |
| North East Scotland |
87.1% |
| Borders |
94.9% |
The regional press is higly valued for their coverage of local news and issues, bringing communities together; and local newspapers are the only content-rich media that are actually often bought for the advertisements!!
Sources: National Press Reach – NMA, Regional Press Overview – Newspaper Society, Readership & Coverage – Newspaper Society
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