The daily newspaper has been a source of information in our most of our lives for many years. However with the rise of the internet as a resource for news and information, this established institution seemed to be headed for extinction a few years ago. But, recently there has been resurgence in ad revenues that the UK's top advertisers are directing towards display advertising. Consequently, newspapers are seeing resurgence as a viable marketing tool for many segments of the retail market. This reinvention of a market already considered to be mature has surprised many forecasters who did not anticipate the growth potential.
NMA tracks growth trend
According to the Newspaper Marketing Agency (NMA) in June 2010, 16.4 percent of the top 100 advertisers display ad expenses were directed towards newspaper display advertising. This is a sizable increase from 13.1 percent in 2003. The recent gains are in part due to the realization by many advertisers that newspapers still have a large audience. According to NMA, 83% of adults in the UK read a newspaper on a monthly basis this translates to over 30 million readers a week.
Newspapers make unexpected gains with non-traditional advertisers
Mature markets are areas of the economy in which no significant growth can be expected in its future. Newspapers are typically considered to be a mature market simply because in recent years the trend in new ad spending has been geared towards newer media outlets, in particular the internet. But recently newspapers have been able to court traditional advertisers to invest some of their display ad expenses in print display ads. Retail advertisers make up the largest share of the display advertising category. Among the largest retailers in the top 100 of advertiser investors are some non-traditional display ad advertisers companies. Including Anheuser Busch, Cadbury, McDonalds, Unilever, Nestlé, Procter & Gamble and Mars UK. The newest trend has been for these retailers to use print advertising to do more than simply publish price ads but to actually advertise the brand.
Experts revise predictions
This surge in newspaper revenues has caused many forecasters to revise their recovery predictions for UK newspapers; apparently a lower price for advertising has increased the demand considerably. Other factors which make newspaper display advertising an attractive marketing tool for advertisers include:
The relatively low price of newspaper display advertising as compared to television ads
The immediate deliverability of print advertising as opposed to online advertising, which takes time to build an audience.
Newspapers command more active engagement than other forms of mass media. When people read the newspaper they tend to direct their attention solely towards the activity. This cannot be said of radio or television audiences.
Newspapers play an important role in targeting the mass market and that is an extremely valuable media strategy for advertisers
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