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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insert subhead here
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)
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
Involvement created by reading is often intense because of having to immerse oneself in what is being read
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’
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
Newspapers give readers
I just love the headlines; they make me laugh
It’s like a person close to me; it gives me the options I want
Newspapers involve readers’ emotions
Newspapers meet various emotional needs for readers
Newspaper readers are looking to be
As well as informed
Advertising that can engage, entertainas well as informcanshare the emotional connection newspapers achieve with their readers.