Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search


Newspapers Highly Valued

Media release                                                                                          
24 July 2013

Newspapers Highly Valued

Lend credibility to advertising in ways other media don’t

Readers think newspapers are highly valued for their depth of content and are ‘trusted and reliable’ lending their credibility to advertising in a way other media do not, according to new research by TNS.

That’s one of the key conclusions from the independent study of New Zealanders who are regular consumers of media.

The research[1] was commissioned by News Works and reveals people think newspapers and magazines have the least intrusive advertising, while papers are more trusted and reliable than any other advertising media.

News Works executive director Jenny Stiles says the survey firmly reinforces the notion that newspapers have an important role to play alongside other media as part of any overall marketing strategy.

“While timeliness is important to some advertisers, there is no substitute for a medium that provides a reading experience that is conducive to the cut-through and processing of the advertising within,” Stiles says.

“The findings leave little doubt that ‘consumers’ of advertising believe there is a valid and important role for newspapers in keeping them informed and acting as a credible, reliable source.”

The survey also reveals newspapers are:
• highly valued for their depth of content;
• easy to navigate and provide an overall less frustrating experience;
• supersede other media when it comes to providing a local perspective;
• are less inclined to polarise with their advertising in a way that other media do, and;
• are good at contributing to the overall motivational impact of multi-media campaigns across a range of categories.

[1] Based on TNS commissioned research comprising 12 face-to-face interviews and an online survey of 747 15 to 74 year olds in the main centres of Auckland, Hamilton, Wellington, Christchurch & Dunedin, April 2013

Jenny Stiles says trustworthiness is one of the most important traits of newspapers and the research had proved this also rubs off on the advertising.

“Across the board on trust and reliability respondents told us newspapers lend their credibility to advertising.”

The survey asked respondents about their attitudes towards a variety of media channels and advertising within those channels and specifically about how respondents ‘consume’ newspaper titles.

It also tested a number of recent national media campaigns to understand how newspaper advertising contributes to wider multi-media campaign performance.

About News Works
News Works NZ promotes newspapers and their digital platforms. News Works represents all the interests of the newspaper industry and provides free, current and unbiased advice and information. In addition New Works provides advice and useful tools to help plan and execute print campaigns. News Works NZ is a commercial entity of the Newspaper Publishers' Association (NPA).

[1] Based on TNS commissioned research comprising 12 face-to-face interviews and an online survey of 747 15 to 74 year olds in the main centres of Auckland, Hamilton, Wellington, Christchurch & Dunedin, April 2013


© Scoop Media

Business Headlines | Sci-Tech Headlines


Welcome Home: Record High Migration Stokes 41-Year High Population Growth

New Zealand annual net migration hit a new high in October as more people arrived from than departed for Australia for the first time in more than 20 years. More>>


Citizens' Advice Bureau: Report Shows Desperate Housing Situation Throughout NZ

CAB's in-depth analysis of over 2000 client enquiries about emergency accommodation shows vulnerable families, pregnant women and children living in cars and garages, even after seeking assistance from the Ministry of Social Development and Housing New Zealand. More>>


Speaking For The Bees: Greens Call For Neonicotinoid Pesticide Ban

The National Government should ban the use of controversial pesticides called neonicotinoids after evidence has revealed that even at low doses they cause harm to bee populations, the Green Party said today. More>>


Science Awards: NZAS Celebrate NZ Scientific Achievements

The Marsden Medal is awarded for a lifetime of outstanding service to the cause or profession of science, in recognition of service rendered to the cause or profession of science in the widest connotation of the phrase. This year’s medal is awarded to Dr Mike Andrews. More>>


Court Rules: Affco 'Unlawfully' Locked Out Meat Workers

The note says the full court found for the plaintiffs, "that is that the defendant locked out the second plaintiffs unlawfully and that it breached s 32 of the Act by acting otherwise than in good faith towards the plaintiffs while collective bargaining was still going on." More>>


Get More From Scoop

Search Scoop  
Powered by Vodafone
NZ independent news