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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

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