Wanted: Publishers for Advertising Effectiveness Study
The World Association of Newspapers is recruiting publishers world-wide for a new study on advertising effectiveness that will provide both customised results for local markets and a global presentation aimed at advertisers who are increasingly running regional or global campaigns. The Paris-based WAN announced the new project on Tuesday during the World Newspaper Congress in Hong Kong, where it unveiled the results of world-wide research showing that newspapers are an effective advertising medium, particularly when used in combination with other media.
Hong Kong, 5 June 2001
For immediate release
The research showed that television was best at creating attention to a
product, but that newspapers were perfect for exploiting that attention to
persuade the customer to buy.
"But despite the evidence, global advertisers and agencies need to be
convinced to 'think newspapers'," said Dianne Newman, Director of
Information for Scotland's Business a.m. newspaper who presented the study
for WAN.
The next step is a world-wide WAN project that will involve hundreds of
newspapers in generating new research. WAN is providing a research template
to newspapers around the globe, which will then conduct the studies,
customised to local conditions. They will return the completed templates to
WAN, which will analyse the results and use them to develop sales
presentations which demonstrate the advertising effectiveness in newspapers.
The approach will allow publishers to compile unique data that can be
presented as strong case studies for their individual locations. At the same
time, the standardised research method allows the results to be aggregated
to provide a strong case for newspapers world-wide.
"The project is a response to the new needs of advertisers and agencies in
global markets, but it also recognises that the markets themselves are
distinctly local," said Eamonn Byrne, the Deputy Director of WAN who is
responsible for the project. "This research will also have direct benefits
to local newspapers and their advertisers."
The survey will be conducted using panels of readers who will take part in
week-long reading and noting studies and then fill in questionnaires
measuring recall of specific advertisements and other factors.
Publishers will be asked to recruit advertisers who will be offered a
specific series of advertisements during the research period, followed by an
in-depth advertising effectiveness analysis of their campaign, and the
option to repeat the study on an ongoing basis.
The study will provide publishers with a data analysis for the whole
campaign, individual analysis for each participating advertiser, an in-depth
understanding of the most beneficial advertising sites within each
publication, and the potential to attract new advertisers, and new revenue,
for the publication.
WAN will compile a global advertising effectiveness presentation
incorporating the results of all the case studies and will customise it for
the individual publishers.
More information on the study, as well as the research template for
potential participants, is available on the WAN web site at
www.wan-press.org.
Inquiries to: Larry Kilman, Director of Communications, WAN, 25 rue
d'Astorg, 75008 Paris France. Tel: +33 1 47 42 85 00. Fax: +33 1 47 42 49
48. Mobile: +33 6 10 28 97 36. E-mail: [email protected]
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Larry Kilman
Director of Communications
World Association of Newspapers
25, rue d'Astorg
75008 Paris France
Tel: +33 1 47 42 85 00
Fax: +33 1 47 42 49 48
E-mail: [email protected]
Visit our web site at www.wan-press.org