Last fall, advertising network Stagwell launched a print ad campaign that ran in leading publications including USA Today, The Washington Post, The New York Times, The Wall Street Journal and New York Post.
The message of their ad campaign? Urging advertisers to run ads with the news media.
The print campaign was part of Stagwell’s “Future of News” initiative, which highlights the vital role of news in democracy and its importance as a marketing platform. The initiative is based on the idea that news journalism is good for society – and a great place for advertisers to run their campaigns.
In an op-ed, Stagell CEO Mark Penn wrote, “News readers are a critical yet under-tapped marketing audience.”
The data supports the claim that news readers are a valuable audience for marketers.
IAB reports, “Consumers also regard brands that advertise within news as more current, caring, relevant, believable, innovative, high-quality, customer-focused, and more.”
IAB research found:
- 47% of news consumers find brands that advertise in the news to be more customer-focused, and 45% find news advertisers to be more innovative.
- More than a third (34%) of executives consume news multiple days per week. Most (56%) consume news at least once per day, with a strong majority of executives (63%) saying news advertising makes a brand more trustworthy.
- What’s more, 61% of executives reported that they were more likely to visit a brand’s website after seeing the brand advertise within news
How Mediaspace can help
For marketers looking to connect with the important news-reading audiences, Mediaspace can be the key to success. Mediaspace is the print and digital expert, streamlining national, regional and local print buys.
We are a group of passionate print and digital experts who believe print still has its place in the media mix. Every person on our team is driven by the company vision: To be the best provider of print and digital services in the eyes of our customers, vendors and employees.
With decades of industry experience and relationships, we offer a unique understanding of both mediums and have a proven track record of delivering results.
