With 31 million fashion lovers reading UK national news brands every month, news brands are perfect partners for fashion and style advertisers looking to stand out from the crowd. Our insights deck looks into how journalism connects with fashion fans, provide shopping inspiration in trusted environments and drive effective campaigns for advertisers
Connecting with readers, whatever their wardrobe
News brand content connects with a wide range of different fashion fans — from on-trend fashionistas to socially conscious and sustainability-minded consumers.
What’s more, 14 million news brand readers look at fashion content every month, with regular readers 229% more likely to read news brands for ideas of what to buy and 155% more likely for inspiration.
Turning heads in trusted environments
Fashion fans turn to news brands they trust for ideas and inspiration; that in turn creates a halo effect around advertisers, boosting brand trust. Those that include news brands in their campaigns see a 50% uplift versus those that do not.
News brands also boost broader business effects, with multiplatform campaigns performing even more strongly. While digital-only news brand campaigns see a 33% increase in very large business effects compared to those that use none, this rises to a huge 61% increase for campaigns using both print and digital.
This can be explained in part through the sector’s impressive recall stats compared to the industry benchmark. While the average recall for print ads between 2023 and 2024 is 77% on the RAM UK database, fashion ads better it by four percentage point to 81%.
