Posted on September 01, 2011 16:13
Newspapers all over the world might be battling to hold on to flagging circulations. Yet according to recent research there is a clear and differentiating role for newspapers across multiple product categories – which holds a bright future for print media.
The ”Path to Persuasion: Media ROI 2011” research was conducted by Freshly Ground Insights (FGI) on behalf of Ads24 with the specific goal of measuring the efficacy of newspaper advertising and consumers’ media preferences.
Brad Aigner, CEO at FGI, says that advertisers expect accountability from their media owner partners, which motivates the need to optimise Return on Media Investment (ROMI).
The study finds that different media channels and media brands play clear and differentiating roles in the delivery of information to consumers.
The report concludes: “The clarity of the research result has enabled the development of a media-neutral model for the measurement of media return on investment.”