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

ENDS

© Scoop Media

 
 
 
 
 
Business Headlines | Sci-Tech Headlines

 

Air NZ Wine Awards: Victory For Villa Maria As Pinot Noir Thrills

It was a night to remember as Villa Maria Estate picked up one of the highest accolades of the evening, the O-I New Zealand Reserve Wine of the Show Trophy, at the 28th Air New Zealand Wine Awards. The Villa Maria Single Vineyard Southern Clays Marlborough ... More>>

ALSO:

Future Brighter Money: RBNZ Releases New Bank Note Designs

New Zealand’s banknotes are getting brighter and better, with the Reserve Bank today unveiling more vibrant and secure banknote designs which will progressively enter circulation later next year. More>>

ALSO:

Commerce: Supermarket Inquiry Finds No Breaches By Countdown

The Commerce Commission inquiry into anti-competitive behaviour by Countdown supermarkets, alleged by former Labour Party MP Shane Jones, has found nothing to warrant prosecution, although it warns supermarkets to take care in the way they communicate... More>>

ALSO:

Crown Accounts: English Flags ‘Challenge’ To Budget Surplus

Finance Minister Bill English is warning next month’s half yearly fiscal and economic update from the Treasury may not forecast a budget surplus, saying that returning the government’s accounts to surplus in 2015 will be “a challenge”, given the decline in commodity prices and weak global inflation. More>>

ALSO:

March 2015: Netflix To Launch In Australia And New Zealand

World’s Leading Internet Television Network to Offer Original Series, Movies, Documentaries, Stand-Up Comedy Specials and TV Shows for Low Monthly Price More>>

ALSO:

Price Of Cheese (Is Up): Dairy Product Prices Fall To Five-Year Low

Dairy product prices fell in the latest GlobalDairyTrade auction to the lowest level in more than five years, led by declines in rennet casein and skim milk powder. More>>

ALSO:

Gordon Campbell: On The Australians Scoring Trade Points Against Us With The Chinese

It hasn’t been a great year for Trade Minister Tim Groser... To top it off, Australia has just signed a FTA with China that has far better provisions on dairy exports than what New Zealand currently enjoys in our own FTA with China. More>>

ALSO:

Iwi & Local Consultation: Oil And Gas Block Offer 2015 Begins

Energy and Resources Minister Simon Bridges today announced the start of the Block Offer 2015 process for awarding oil and gas exploration permits. More>>

Get More From Scoop

 
 
Standards New Zealand

Standards New Zealand
 
 
 
 
 
 
 
 
Business
Search Scoop  
 
 
Powered by Vodafone
NZ independent news