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Here is the Ebiquity Media Effectiviness Research quoted by NewsBrands as it relates to Press:
As with most offline media, Ebiquity shows Newspapers rank highly (3rd) for ROI but are rated poorly (8th) by Marketeers.
NewsBrands commissioned RAM to conduct this “reAction Study at the end of March to evaluate the effectiveness of Irish Press and publish the results of 5 case studies.
- Interesting to note that 1/4 pages recall scores are 50% higher in 2018 than 2013 – probably due to less clutter in the Newspaper environment.
- Press is a highly Trustworthy medium along with TV & Radio.
- Social Media is not trustworthy but highly intrusive.
- The Medium is and has been very very poor at promoting its strengths to the Industry.
Advertisers need to be sure their Media Planning is Neutral and unbiased from perception or planner’s age discrimination.
Download our review of the 2018 Irish Newsprint and Magazine Market.
• As could be expected, Newspaper sales fell further in 2017. The circulation of daily print titles was 8.2% lower in the second half than on the same period the year losing some 34K copies a day.
• The print circulation of The Irish Times now stands at 61,049 copies, down 7.8 per cent year on year.
• The Irish Times Digital Edition (a digital replica of the daily newspaper) had daily sales of 16,939 for the period up
29% yoy, The growth in digital edition sales meant the combined sale for the print and digital editions of The Irish
Times declined 2 per cent year on year, arriving at 77988 copies. The IT claim 72,000 of its sales as subscription!
• Irish Independent: Print circulation fell 7.2 per cent year on year to 90107 and the Herald, its sister paper, saw its sales fall 11.6 per cent to 36097.
• The Irish Examiner now sells an average of 27589 copies. It remains to see if this will be absorbed as the Cork edition of the Irish Times.
• The Times (Ireland) launch managed to lift its circulation to 10,109 copies, up from the London Times circulation of 2593 copies. I suspect most of these are free (to Bank of Ireland customers).
• The Irish Daily Mail at 37,351 copies is down (with the Irish Mail on Sunday at 74,392 also down) believed to be the
result of bulk circulations not being reflected in the figures.
• Sunday Newspapers lost 36,760 copies a week, retreating 6.1 per cent.
• The Sunday Independent is still the top selling Sunday but its circulation has stayed below the 200,000 mark at
178,323 – 6.9 per cent lower than at the end of 2016.
• The circulation of the Sunday World fell 10.4 per cent year on year to 133,946
• The Sunday Times fell 1.2 per cent year on year to 75534.
• The Sunday Business Post’s circulation is close to where it was a year ago at 29619.
Download our print friendly review here
Radio, newspapers and magazines perform significantly better than they are perceived to for brand
That’s the evidence from “Re-evaluating Media” an independent study commissioned by commercial
radio industry body Radiocentre from Ebiquity that makes an impartial and robust evaluation of the
value of online and offline media in the UK and with a similar media landscape in Ireland has
implications for your media planning here.
Re-evaluating Media shows that TV and radio are by far the strongest advertising media for brand-building
followed by newspapers, magazines and out-of-home. Yet it discovered that industry decision-makers
undervalue traditional media and tend to overrate the value of online and social which are getting a
disproportionate allocation of Advertising Budgets.
The five most important media attributes for growing a brand in the long term are:
– targeting the right people in the right place at the right time;
– increasing campaign ROI;
– triggering a positive emotional response;
– increasing brand salience;
– maximising campaign reach.
Judged against these criteria and combining evidence scores from all 12 attributes listed below firmly places TV as the best performing medium, followed by radio, newspapers, magazines and out of home. Online display is the weakest performer.
With the exception of TV, advertisers and their planners undervalue traditional media, especially radio. They overrate the value of online video and paid social.
You can download the full report here
and slides here
A video synopsis of the report can be viewed here.