How readers respond - emotions

Emotional Connections and

National Newspapers

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The research summarises the findings from

200+ focus groups

7,000+ quantitative interviews

30,000+ interviews from the NMA’s in-market effectiveness

tracking research

Sources: Davey Bioletti Research, Research Plus, Bozsko Planning and Research (qualitative) Millward Brown, Hall & Partners (quantitative)

How newspapers involve

readers’ emotions

By being a medium that is read rather than seen

or heard

Immediate and personal

connection made between

what is being read and the

reader

Reading material effectively

short-circuits straight to close

emotional connection

It’s more personal with the

paper …you’re taking it in

more because you are

reading it

By being a medium that requires immersion

Involvement created

by reading is often

intense because of

having to immerse

oneself in what is

being read

By being a medium that is experienced

differently

Reading the

newspaper is a

different experience

from watching TV.

The result is different

as well

To read a newspaper

is ‘to feel’

To read is for the

information ‘to sink in

deeper’

By giving readers what they want, what they

care about

Emotional needs that are

met by newspaper

reading

Providing readers with connection and insight

I’d feel silly you feel

boring, you don’t

know, you feel you’ve

missed it, missed out on

knowing… how to avoid

looking like a right

muppet

I can’t not have my

paper – I’d feel cut off;

it’s my regular life-line

because I don’t go out

to work, I like to see

what’s happening

Entertaining readers

Newspapers give readers

Entertainment

Amusement

Diversion

I just love the

headlines; they

make me laugh

Providing readers with social currency

It’s like a person

close to me; it gives

me the options I

want

In summary…

Newspapers involve

readers’ emotions

Newspapers meet

various emotional

needs for readers

Newspaper readers

are looking to be

Engaged

Entertained

As well as informed

What does this mean for

advertising within newspapers?

What does this mean for advertisers?

Advertising that can

engage, entertain as well as inform

can share the emotional connection

newspapers achieve with their

readers.

What works best?

Starting with a great insight

…and a great idea

Entertain not just inform

Create visual impact

Keep it simple

Use multiple executions

Harnessing editorial to drive task and mindset relevance