Emotional Connections and National Newspapers

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Emotional Connections andNational Newspapers

• Research Findings

Published July 2007
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The research summarises the findings from

• 200 focus groups
• 7,000 quantitative interviews
• 30,000 interviews from the NMAs in-market
  effectiveness tracking research
• Sources Davey Bioletti Research, Research Plus,
  Bozsko Planning and Research (qualitative)
  Millward Brown, Hall Partners (quantitative)

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How newspapers involvereaders emotions
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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

Its more personal with the paper youre taking
it in more because you are reading it
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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

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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

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By giving readers what they want, what they care
about
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Emotional needs that are met by newspaper reading
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Providing readers with connection and insight
Id feel silly you feel boring, you dont know,
you feel youve missed it, missed out on knowing
how to avoid looking like a right muppet
I cant not have my paper Id feel cut off
its my regular life-line because I dont go out
to work, I like to see whats happening
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Entertaining readers

• Newspapers give readers
• Entertainment
• Amusement
• Diversion

I just love the headlines they make me laugh
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Providing readers with social currency
Its like a person close to me it gives me the
options I want
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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

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What does this mean for advertising within
newspapers?
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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.

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What works best?
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Starting with a great insight
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and a great idea
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Entertain not just inform
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Create visual impact
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Keep it simple
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Use multiple executions
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Harnessing editorial to drive task and mindset
relevance