NEWS: Newspaper work is more credible than TV for male readers

Men and older readers are likely to find newspaper ads more informative and credible than TV ads, according to a survey of weekday national newspaper readers.

Men and older readers are likely to find newspaper ads more informative

and credible than TV ads, according to a survey of weekday national

newspaper readers.



However, 19 per cent of such readers agree strongly that there are too

many ads in newspapers and 20 per cent feel that most newspaper ads are

boring to look at.



About 48 per cent of the people questioned are buying fewer papers or

buying them less frequently, according to the study, conducted for J.

Walter Thompson by the Beck Consultancy.



In quality titles, colour ads appear to cut through clutter best,

although solus scores are higher overall. This is not true in the

tabloids, where clutter is seen to be a real problem wherever it

appears.



Although colour has a significantly higher score than mono, in quality

papers mono pages do better than colour pages. Again, this is not true

of tabloids.



Although facing matter might be a strong selling point in magazines, the

study found it seems to have little effect in newspapers.



JWT has also attempted to measure ‘value’ in the TV market by creating

different indices for such factors as share of break, position in break

and centre versus end break. The findings showed that the first ad in a

short centre break would give a very high score, for example.



James Walker, the media development director at JWT, said: ‘This is the

first time that research has looked at these factors working together.

We will be writing our research findings into software that will sit on

everyone’s desks.’



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).