Covers current thinking and reading on the effectiveness of newspaper advertising, a platform still capable of mass appeal; ads placed among relevant content can engage, drive awareness, and drive sales among readers.
Marius Cloete, on behalf of Magnetic, WARC Best Practice, July 2017
This article provides a best practice guide to using magazine media, which offer marketers highly engaged consumers through the provision of professionally edited, original content – across an array of platforms – focussed on a particular passion point.
Ian Gibbs, WARC Best Practice, March 2017
This paper describes how brands can plan a media strategy and maximise effectiveness with newspapers, or, more broadly, newsbrands that now enjoy enhanced reach as audiences increasingly access news online.
Local newspaper groups have been struggling for years in the digital age, but now Google has promised to help at least one British publisher find new ways of trying to make local digital news commercially viable.
Publishers and broadcasters struggling to reach under-35s will have to radically rethink their content, the platforms they employ, and the formats they serve up, according to a new transatlantic digital tracking study from the Reuters Institute for ...
The Communications Council, Gold, Australian Effie Awards, 2019
Heart Foundation Australia, a charity, highlighted the "criminal" behind Australia's biggest killer, heart disease, calling on the government to invest in the prevention of heart disease and on Australians to assess their own levels of risk.
Magazine publishers Condé Nast and Hearst are restructuring their sales and marketing divisions to better serve advertisers, while disappointing results at Axel Springer could herald changes there under its new private equity partnership.
Guardian Media Group’s turnaround plan appears to have paid off after the publisher of The Guardian and The Observer newspapers reported that revenue rose 3% to £224.5m in the last financial year, enabling it to hit its break-even ...
The Athletic has launched in the UK. Originating in the US, the in-depth sport journalism site has gone on an intense hiring spree for its ad-free platform, which aims to bring in ‘over six figures’ of subscribers.
Brands’ digital safety concerns, coupled with evidence to suggest that people are more likely to trust their local news outlets, ought to present an opportunity for media brands if the issue of scale can be addressed.
MIXX Awards, Gold, Virtual Reality, 2019
Vodafone, a telecommunications brand, partnered with Turkish newspaper Hurriyet to create a red button on its website which highlighted the phrases or sentences used in the media that are strengthening negative gender stereotypes.
In the last five years we have seen a global shift in where consumers are spending their time, with people spending on average over 11 hours a day consuming media in some form across platforms – which has affected how people find their news.
Print advertising performance is influenced by consumers' attitudes toward advertising in general. Respondents with more favourable attitudes toward advertising recalled a higher number of advertisements the day after exposure and were more persuaded by them.
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