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Newspaper reading helps to meet emotional needs, research shows
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Emotional Connections and
National Newspapers
1
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
Sources: Davey Bioletti Research, Research Plus, Bozsko Planning and Research (qualitative) Millward Brown, Hall & Partners (quantitative)
How newspapers involve
readers’ 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
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
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 readers
Entertainment
Amusement
Diversion
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’ 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 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
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