Emotional connections and national newspapers
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Emotional Connections and National Newspapers. insert 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.

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Emotional connections and national newspapers
Emotional Connections andNational Newspapers

insert subhead here


The research summarises the findings from
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 involve readers emotions

How newspapers involvereaders’ emotions


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

Immediate and personal connection made between what is being read and the reader

Reading 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
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
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
By giving readers what they want, what they care about


Emotional needs that are met by newspaper reading

Emotional needs that are met by newspaper reading


Providing readers with connection and insight
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
Entertaining readers

Newspapers give readers

Entertainment

Amusement

Diversion

I just love the headlines; they make me laugh


Providing readers with social currency
Providing readers with social currency

It’s like a person close to me; it gives me the options I want


In summary
In summary…

Newspapers involve readers’ emotions

Newspapers meet various emotional needs for readers

Newspaper readers are looking to be

Engaged

Entertained

As well as informed


What does this mean for advertising within newspapers
What does this mean for advertising within newspapers?


What does this mean for advertisers
What does this mean for advertisers?

Advertising that can engage, entertainas well as informcanshare the emotional connection newspapers achieve with their readers.



Starting with a great insight
Starting with a great insight


And a great idea
…and a great idea


Entertain not just inform
Entertain not just inform


Create visual impact
Create visual impact


Keep it simple
Keep it simple


Use multiple executions
Use multiple executions



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