News brands operate across a plethora of media. Journalism today is tailored to meet the needs of the news brand audience wherever they access content, as well as bringing the story to life in the best possible way. Each journalistic medium brings its own benefits and nuances, which that is certainly true for the media we most often think of when we think news brands: classic newspaper print.
While print may be in decline as it shares readers across other news brand platforms, its tactile, permanent and classic format is still beloved by millions of readers. It also offers advertisers a powerful way to engage in high attention and meaningful spaces to deliver key brand messages and deliver strong ROI.
This presentation, an updated adaption of MMM’s original Power of Print analysis, pulls together 10 charts showing some industry data highlights that proves the powerful punch print continues to deliver.
Facts include:
- Print delivers the highest ROI for advertisers, both in the long term (£6.36 per £1 invested) and short term (£2.74 per £1 invested) compared to all other media channels.
- Print reaches 8 million people a day, 15 million people a week
- Print boasts strong dwell time, with readers spending on average 72 minutes a day with a Monday–Saturday newspaper and 87 minutes with a Sunday paper.
- Print news is trusted compared to other news media — 66% believe newspapers are trustworthy
- Print news brands score highly on engagement, with the highest levels of solo focus of all media apart from cinema.
- Premium print benefits include 4 times more attention and 50% high purchase intent.
