A city media analyst says advertisers need to learn to “fall in love” with newspapers again.
Lorna Tilbian, 
head of media at stockbroker and corporate advisor Numis Securities, has called on those shifting their money away from print needed to give “some serious thought” to the circulation rise experienced the industry in the days following the European Union referendum result.
Writing for the News Media Association, she also quoted a recent study which found that, on average, advertising in newspapers as part of a campaign increases overall revenue return on investment by a factor of three.
Lorna, pictured above left, said regional papers had experienced a lift in audience figures following the Brexit vote.
Wrote Lorna: “These uplifts are significant because they illustrate that when fast moving and complex events such as the referendum happen, people rely upon newspapers to interpret what is happening, and to tell them how they will be affected.
“The referendum circulation bounce unequivocally demonstrated that print newspapers remain an important source of information and, at times of instability and uncertainty, they become even more valuable to their readers.
“Advertisers who are shifting their money away from print need to give this some serious thought. Newspaper readers are highly engaged with the content and, for advertisers, this engagement translates into hard revenue return on investment.”
She continued: “Monetising news media content remains a challenge for newspapers but publishers have shown they are willing to innovate and try new things.
“By diversifying and opening up new revenue streams through initiatives such as licensing of content and technology, leveraging data and market research, and working more closely with advertising partners, newspapers will be able to adapt and prosper in the changing media landscape.
“Newspapers must continue to do what they do best which is investing in unique, trusted and entertaining content which, as the EU referendum aptly demonstrated, is highly sought after, particularly in times of uncertainty.
“Advertisers need to remember the importance of newspapers, and the benefits for their businesses of using them, and learn to fall in love with them once more.”
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Just wondering if anyone’s more out of touch than this woman?
Businesses won’t ‘fall in love with newspapers again’ as they’ve fallen so far out due to huge circulation losses,resulting in lack of response yet paying as much if not more than they were when regional papers had credible sales figures. I find it concerning that ms tilbian is head of media yet so uninformed as to come out with this feeble rallying call pleading to the better nature of local business people. Invade age has t noticed those businesses now have greats choice of where to advertise, better and more relevant mediums to use and more effective non print options.
The days of the big boys ruling the playground with a ‘ you need us ‘ attitude are long gone and with them local business people now advertising their products and services in more effective mediums.
Maybe do some real homework before passing off old cliched figures of print being more effective etc as facts.
The media worlds changed and there’s no going back no matter how much you might want it to
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Why risk losing credibility by putting your name to an article which is basically sponsored content? We all know circulation has fallen through the floor and any Brexit uplift is extremely minimal and temporary. The future is not trying to massage the facts, it is the demise of paid-for titles, and in the regional press the loss of local advertisers who prefer alternative options to newspaper websites. Yes, the I paper has increased circulation for now, but that is because it has extended its areas of availability. It’s odd that it seems that is the only paper within JP that has any circulation as it remains silent on the other 250 whose circulations are now not open to public viewing.
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“Print newspapers remain an important source of information and, at times of instability and uncertainty, they become even more valuable to their readers” – except when they go in for character assassination, pervert the facts, peddle lies and encourage bigotry.
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“..Advertisers who are shifting their money away from print need to give this some serious thought. Newspaper readers are highly engaged with the content and, for advertisers, this engagement translates into hard revenue return on investment.”
As evidenced by what?
What’s this based on ?
Speak to hundreds of real small,medium,large and national advertisers and you’d get a wholly different picture to this unfounded theory naively being passed off as fact, the fact is they are turning away from print and using other non print mediums including web, social media,digital screens, specialist targeted demographic publications and reporting effective response is a more accurate picture of why businesses no longer use print .
As for “people turning to newspapers for fast moving stories” I’m speechless that she believes this to be so, presumably news sites and instant live feeds via the web, mobile device,laptop or pad have passed her by too.
However if this was s post taken from the HTFP archive from the early 90s the piece would be relevant
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” Lorna, said regional papers had experienced a lift in audience figures following the Brexit vote”
could I ask lorna to explain this with actual sales figures and y/y 1/4 by 1/4 ABC figures and the papers which are recording sales ?
Or is this a spoof posting?
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Shouldn’t this article be in the Friday funnies?
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