News to make you laugh or cry

According to the Newspaper Marketing Agency, ‘It’s a common myth that newspapers are a purely rational medium… good for informing people but the wrong environment for the more emotionally-based communication ideas. Just as newspaper articles can move us deeply, so newspaper advertising provokes a strong emotional response.’

Ads for cars, supermarkets, deodorants, even moistened toilet paper were tested ('Newspapers improve Andrex bottom line!’) and judged to prove more effective on newsprint at an emotional level with consumers. The NMA argue that reader loyalty, the fact that advertisers can target precise audiences and the level of reader receptiveness (people take time out from the daily grind to read the paper and indulge in ‘me time’) all contribute to the effectiveness of newspapers not only for direct product advertising but also for promoting brand loyalty.

They compare the press with other media as vehicles for advertising and attempt to dispel suggestions that TV is better at hitting home with promotional messages. It seems that twice as many 16-24 year olds read about the last series of Celebrity Big Brother in newspapers than actually watched the final programme.

Without advertisers, newspapers would cease to exist. But their dependence on advertising has always raised questions about their objectivity, values and news agenda.

The NMA's website is a very handy resource for anyone preparing essays or seminars on the relationship between the press and advertisers. You have to register to get access to the good stuff.


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