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

 

Scoop Business: RBNZ Keeps OCR At 3.5%, Signals Slower Pace Of Future Hikes

Reserve Bank governor Graeme Wheeler kept the official cash rate at 3.5 percent and signalled he won’t be as aggressive with future rate hikes as previously thought as inflation remains tamer than expected. The kiwi dollar fell to a seven-month low. More>>

ALSO:

Weather: Dry Spells Take Hold In South Island

Many areas in the South Island are tracking towards record dry spells as relatively warm, dry weather that began in mid-August continues... for some South Island places, the current period of fine weather is quite rare. More>>

ALSO:

Scoop Business: Productivity Commission To Look At Housing Land Supply

The Productivity Commission is to expand on its housing affordability report with an investigation into improving land supply and development capacity, particularly in areas with strong population growth. More>>

ALSO:

Forestry: Man Charged After 2013 Death

Levin Police have arrested and charged a man with manslaughter in relation to the death of Lincoln Kidd who was killed during a tree felling operation on 19 December 2013. More>>

ALSO:

Smells Like Justice: Dairy Company Fined Over Odour

Dairy company fined over odour Dairy supply company Open Country Dairy Limited has been convicted and fined more than $35,000 for discharging objectionable odour from its Waharoa factory at the time of last year’s ”spring flush” when milk supply was high. More>>

Scoop Business: Dairy Product Prices Decline To Lowest Since July 2012

Dairy product prices dropped to the lowest level since July 2012 in the latest GlobalDairyTrade auction, led by a slump in rennet casein and butter milk powder. More>>

ALSO:

SOE Results: TVNZ Lifts Annual Profit 25% On Flat Ad Revenue, Quits Igloo

Television New Zealand, the state-owned broadcaster, lifted annual profit 25 percent, ahead of forecast and despite a dip in advertising revenue, while quitting its stake in the pay-TV Igloo joint venture with Sky Network Television. More>>

ALSO:

Get More From Scoop

 
 
Computer Power Plus

Standards New Zealand

Standards New Zealand

Mosh Social Media
 
 
 
 
 
 
 
 
Business
Search Scoop  
 
 
Powered by Vodafone
NZ independent news