Printable Handouts

PDF

Navigable Slide Index

1. Introduction
2. Newspapers are a mass reach medium
3. Readers spend time with their newspaper
4. Newspapers engage readers emotions
5. A medium that requires immersion
6. Newspapers are experienced differently
7. What does this mean for advertisers?
8. Women and newspapers
9. "Purposeful pleasure"
10. Reading the newspaper is an important time
11. Newspaper reading is an active relationship
12. Women get tangible benefits from the paper
13. Different sections evoke different moods
14. Empathise with why she is reading newspaper
15. Maximise the wealth of opportunities
16. Maximise the wealth of opportunities: TV
17. Maximise the wealth of opportunities: health
18. Newspaper reading delivers emotional reward
19. Men and newspapers
20. For many, the back page is the front page
21. Time spent reading
22. Number of reading occasions
23. Reading occasions - dailies vs. Sundays
24. Newspapers as social fuel
25. Social currency
26. Sports pages are an absorbing environment
27. Mood during reading
28. Entering the bubble
29. Made for sharing
30. Ads that work
31. Example: Guinness ad
32. Example: Hooker ad
33. Example: Vodafone ad
34. Example: Gillette ad
35. Sporting events and advertising opportunities
36. Getting the most out of topicality of newspapers
37. Summary

Topics Covered

• Newspapers as a medium to deliver mass reach and consumer immersion
• Newspapers' role as 'social fuel'
• The implications for advertisers in optimizing communication via newspaper advertising
• Specific characteristics of the male and female audiences
• Examples of effective advertising

Links

Series:

• Magazine and Newspaper Advertising

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on March 16, 2010
• Archived on November 27, 2022