In their words:
“Media content is in a battle for attention because alternatives are easily to hand and present continuous distraction… Solus media attention has positive consequences for advertising, as advertisers have a better chance of cutting through in this context.”
Key findings:
- 60% of regular newspaper print and 58% of magazine readers are not consuming any other media at the same time as reading newspapers or magazines (solus).
- 65% of regular newspaper print readers are not doing any other activities, such as cooking, housework or talking to people, at the same time as they are reading.
- National print newspaper attention scores were 80% for regular adult consumers and 72% for 18-34 year olds. Meanwhile, national newspaper websites scored 73% for the general population and 70% for 18-34 year olds.
- 65% of magazine and 62% of newspaper readers agree that the content is worth paying for.
- Almost half of magazine and newspaper readers agree that these channels offer them something that they can’t get elsewhere.
- When looking at magazines and newsbrands in print or digital on Sundays, the days when we know people are more likely to give solus attention, we see an average of 15% uplift of those reporting ‘confident’ mood, rising to 27% when looking solely at print.
In our words:
If marketers are to understand the effectiveness of one advertising medium versus another, they’d do well to consider much beefier measures like solus attention over and above paper thin, self-generating metrics like impressions.
Print readerships are declining; this much is true. But report The Battle for Attention proves that print magazine and newspaper brands have a knack of cutting through the noise and speaking to a more engaged reader.
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