What is Press Advertising?
The press market is a hugely influential, inspirational and trusted media source. The press industry is one of the oldest media channels around and has formed a part of people’s lives for hundreds of years. This does not mean things haven’t changed. We now have a vibrant and diverse sector made up of 24 national newspapers, over 2,900 regional papers, and 10,000+ consumer and B2B magazines. Currently, they sell over 9.5 million newspapers every week and over 40 million magazines every month.
What we do
First, we will help determine if and how a press campaign can fit within your campaign objectives; we will explore whether it should be its own single media strategy or part of a multimedia strategy and how it could supplement other media strategies. Once this has been established, we identify the most beneficial and effective avenue to proceed with; so is it newspapers, weekly magazines or business to business titles? We will provide insight into creative formats, such as whether to run a full front-page ad, or perhaps classified sections which provide the most cost effective result.
Our understanding of the marketplace and our media owner relationships allows us to secure the best pricing for our clients, the first step in helping to deliver highly effective campaigns with excellent ROI. Optimising client campaigns at speed, utilising ARMalytics®, forms the continued strategy in achieving incremental value.
Reporting and insights
Campaign reporting and detailed response analysis are crucial to achieving improved performance for our clients and are essential to sustained longer-term success. We employ econometric analysis alongside response and sales figures to determine optimisation factors we can influence at speed, such as which titles work, how they work, which creatives are more effective, which day of the week is more responsive and how the position in the title is affecting results, to naming – a few levers we can pull to optimise.
Data analysis is how we work and this ongoing performance checking allows us to constantly optimise campaigns to deliver the highest ROI.