Independent News & Media has published key research findings from its new customer research strategy which highlights the effectiveness of print advertising and how newspaper readers view the papers they read.
Developed in association with Amárach Research and Ignite Research, the study provides unique insights into the contemporary newspaper buyer market while providing econometric research into print’s effectiveness.
Amongst the key findings was that 25% of all sales delivered by media, are driven by print advertising and that every €1 spent in print advertising returns up to €39 for the retail sector. It also found that print advertising also acts as an influential conduit driving customers to other channels with an average of 10% of landing page visits are delivered by print advertising. In addition, 20% of pay-per-click sales (PPCS) originate from print advertising.
In the retail sector, print advertising returns up to €39 for every €1 spent for the retail category, the research found. In addition, print advertising is up to 1.5 times more effective than radio advertising in delivering return on investment for retailers.
In the automotive sector, print advertising is up to twice as effective as TV advertising in delivering return on investment while 38% of test drives in the motoring industry are as a direct result of print advertising.
Elsewhere, the research noted that the travel sector is an important beneficiary of print advertising and it returns up to €35 for every €1 spent in travel while 21% of online travel sales are achieved through print advertising. In addition, some 10% of total travel online visits are driven by print advertising.
To view the ‘Book of Evidence’ please click here
