The daily newspaper has been a way to obtain information in our nearly all of our lives for several years. However with the rise of the net as a source for news and information, this established institution seemed to be headed for extinction a couple of years ago. But, recently there has been resurgence in ad revenues that the UK’s top advertisers are directing towards display advertising. Consequently, newspapers are seeing resurgence as a viable marketing tool for several segments of the retail market. This reinvention of a market already considered to be mature has surprised many forecasters who did not anticipate the growth potential.
NMA tracks growth trend
Based on the Newspaper Marketing Agency (NMA) in June 2010, 16.4 percent of the most truly effective 100 advertisers display ad expenses were directed towards newspaper display advertising. pool result This is a sizable increase from 13.1 percent in 2003. The recent gains are simply as a result of realization by many advertisers that newspapers still have a sizable audience. Based on NMA, 83% of adults in the UK read a newspaper on a monthly basis this translates to over 30 million readers a week.
Newspapers make unexpected gains with non-traditional advertisers
Mature markets are areas of the economy by which no significant growth can be anticipated in its future. Newspapers are usually considered to become a mature market mainly because lately the trend in new ad spending has been geared towards newer media outlets, specifically the internet. But recently newspapers have now been able to court traditional advertisers to invest some of their display ad expenses in print display ads. Retail advertisers make-up the largest share of the display advertising category. Among the largest retailers in the most truly effective 100 of advertiser investors are some non-traditional display ad advertisers companies. Including Anheuser Busch, Cadbury, McDonalds, Unilever, Nestlé, Procter & Gamble and Mars UK. The most recent trend has been for these retailers to utilize print advertising to accomplish more than merely publish price ads but to really advertise the brand.
Experts revise predictions
This surge in newspaper revenues has caused many forecasters to revise their recovery predictions for UK newspapers; apparently a cheap for advertising has increased the demand considerably. Other factors which can make newspaper display advertising an attractive marketing tool for advertisers include: