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Emotional Connections andNational Newspapersinsert subhead here

The research summarises the findings from

200+ focus groups

7,000+ quantitative interviews

30,000+ interviews from the NMA’s in-market effectiveness tracking research

Sources: Davey Bioletti Research, Research Plus, Bozsko Planning and Research (qualitative) Millward Brown, Hall & Partners (quantitative)

How newspapers involvereaders’ emotions

By being a medium that is read rather than seen or heard

Immediate and personal connection made between what is being read and the readerReading material effectively short-circuits straight to close emotional connection

It’s more personal with the paper …you’re taking it in

more because you are reading it

By being a medium that requires immersion

Involvement created by reading is often intense because of having to immerse oneself in what is being read

By being a medium that is experienced differently

Reading the newspaper is a different experience from watching TV. The result is different as well

To read a newspaper is ‘to feel’To read is for the information ‘to sink in deeper’

By giving readers what they want, what they care about

Emotional needs that are met by newspaper reading

Providing readers with connection and insight

I’d feel silly you feel boring, you don’t know, you feel you’ve missed

it, missed out on knowing… how to avoid

looking like a right muppet

I can’t not have my paper – I’d feel cut off; it’s my regular life-line because I don’t go out to work, I like to see

what’s happening

Entertaining readers

Newspapers give readersEntertainmentAmusementDiversion

I just love the headlines; they make me laugh

Providing readers with social currency

It’s like a person close to me; it gives

me the options I want

In summary…

Newspapers involve readers’ emotionsNewspapers meet various emotional needs for readersNewspaper readers are looking to beEngagedEntertainedAs well as informed

What does this mean for advertising within newspapers?

What does this mean for advertisers?

Advertising that can engage, entertain as well as inform can share the emotional connection newspapers achieve with their

readers.

What works best?

Starting with a great insight

…and a great idea

Entertain not just inform

Create visual impact

Keep it simple

Use multiple executions

Harnessing editorial to drive task and mindset relevance