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.”