What we know about newsbrand audiences

Considers the current thinking and reading on the subject of newspaper audiences, an evolving and complicated demographic that must now be measured across the channels on which news is read.

Global newspaper audiences have declined over the last twenty years, as the digital revolution has given people free access to the latest news online. However, newsbrand audiences are seeing a revival – particularly online – as people of all ages turn to a medium they trust in a climate of social media distrust and concerns about ‘fake news’. With declining ad revenue, newsbrands have switched their focus to reader engagement and relationships, generating growing subscriber audiences. With revived interest in media context and more granular audience data available, newsbrands offer both reach and targeting opportunities. 

Definition

Newspaper audiences are those...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands