How newspaper advertising boosts profit growth

The results show that advertisers using news brands experienced an 88% uplift in the number of cases displaying a 'very large profit growth' between 2018 and 2022 (vs those advertisers not using news brands). This is because news brands are trusted and high-quality environments, which are now the two most important metrics for profit growth. His analysis, published in the Newsworks report Trust, reveals the power of news brands to boost your brand's success.

Here are the 9 main takeaways from his analysis:

1. Media plans that include advertising in news brands deliver a much higher level of effectiveness (measured in terms of market share, pricing power and profit growth) than plans that do not include news brands
2. During a period of falling advertising effectiveness, advertisers in news brands have increased the effectiveness of their campaigns
3. Combined use of print and digital is the most effective use of news brands
4. Advertisers using print and digital news brand platforms show a very strong uplift of all business metrics and especially of profit growth
5. News brands increase the effectiveness of other media
6. There is a stronger link between quality & trust with profit growth and effectiveness
7. The effects of trust are related to the use of the specific media
8. Trust effects remain stronger for advertisers in news brands
9. Advertisers using print and digital news brand platforms show the strongest growth in brand trust

You can also watch Peter Fields presentation on YouTube here

Media plans that include advertising in news brands deliver a much higher level of effectiveness than plans that do not include news brands

During a period of falling advertising effectiveness, advertisers in news brands have increased the effectiveness of their campaigns

Combined use of print and digital is the most effective use of news brands

Advertisers using print and digital news brand platforms show a very strong uplift of all business metrics and especially of profit growth

News brands increase the effectiveness of other media

There is a stronger link between quality & trust with profit growth and effectiveness

The effects of trust are related to the use of the specific media

Trust effects remain stronger for advertisers in news brands

Advertisers using print and digital news brand platforms show the strongest growth in brand trust

Trust. A Newsworks Report, incorporates the findings of two research studies. The above analysis of IPA Databank award submissions and the study on what trust actually is and why it is critical.

Source: Trust. A Newsworks Report, 2023