In his column for INMA, communications manager Lewis Boulton explores how DIY and homeware advertisers help readers get their homes and gardens hot summer ready
Ah, the sounds of spring: The birds are singing, the chicks are chirping, the drills are … drilling?
While the long-awaited change in season often evokes the need for the ancient ritual of spring cleaning, it’s difficult for many people to stop there. The kitchen’s spick and span — but what about a new island? Maybe a matching dining room table? While we’re at it, the garden could do with a spruce too …
Once the imagination is let off the lead, it’s all systems go for the next DIY (do-it-yourself) project. News brands are perfect places to get the creative juices flowing, with their glossy weekend supplements full of ideas and inspiration for the next big home renovation.
The stats speak for themselves: Nine in 10 Brits who plan to spend £1,000 or more on home improvements in the next six months also read news brands at least once a month. That’s 7 million people, according to the latest PAMCo data. Four million of these home improvers are daily news brand readers.
However, even those without ready cash to splash are interested in DIY content. Thirteen million people interested in home ideas and DIY content read news brands each week.
How about those readers whose budgets are a little larger? News brands are the perfect place for them to grab some inspiration. TouchPoints data shows those planning to spend £2,000 on home improvements in the next year are 30% more likely than the typical reader to read news brands for ideas of what to buy.
The audience is there and they’re looking to your brand for great ideas. Here’s how some have used news brands to get themselves on DIY readers’ mood boards.
