View all newsletters
Sign up for our free email newsletters

Fighting for quality news media in the digital age.

  1. Ads & Marketing
October 21, 2021updated 30 Sep 2022 10:42am

Newsworks says research proves advertising with news industry boosts profit for brands

By Dominic Ponsford

Advertising in news titles has seen brands enjoy a 10% increase in their return on investment over the last three years, according to  a study from news industry trade body Newsworks. 

Newsworks calculates what it calls profit return on investment by multiplying the sales revenue from advertising and the profit margin (eg. 10%) of the revenue and then dividing it by the advertising spend with a newsbrand. 

This follows on from its 2017 study ‘Planning for Profit’, which found that brands were missing out on £3 billion in profit return on investment by under-investing in news brands.

Jo Allan, CEO of Newsworks, said: “It’s great to see an impressive shift in the last few years, despite the knock-on effect of Covid. If advertisers continue to utilise news brands effectively, their bottom lines will only improve.

“This research offers compelling and tangible evidence for advertisers who are looking to increase profit return on investment and benefit from being in brand-safe, quality environment.”

Both studies were conducted by Benchmarketing, which is part of the Omnicom Media Group, using analysis from between 2011 and 2020. 

Sally Dickerson, chief effectiveness officer at Benchmarketing, explained: “This project is unique in assessing news brands’ role in overall campaign effectiveness. With the rise of misinformation, digital news brands offer an attractive brand-safe environment for advertisers. This research proves that they also deliver solid business returns when utilised at the right level.”

Content from our partners
How PA Media is helping newspapers make the digital transition
Publishing on the open web is broken, how generative AI could help fix it
Impress: Regulation, arbitration and complaints resolution

Newsworks has also developed a profit calculator for advertisers to work out how to boost their spend in news brands and increase their profit return.

 

Email pged@pressgazette.co.uk to point out mistakes, provide story tips or send in a letter for publication on our "Letters Page" blog

Select and enter your email address Weekly insight into the big strategic issues affecting the future of the news industry. Essential reading for media leaders every Thursday. Your morning brew of news about the world of news from Press Gazette and elsewhere in the media. Sent at around 10am UK time. Our weekly does of strategic insight about the future of news media aimed at US readers. A fortnightly update from the front-line of news and advertising. Aimed at marketers and those involved in the advertising industry.
  • Business owner/co-owner
  • CEO
  • COO
  • CFO
  • CTO
  • Chairperson
  • Non-Exec Director
  • Other C-Suite
  • Managing Director
  • President/Partner
  • Senior Executive/SVP or Corporate VP or equivalent
  • Director or equivalent
  • Group or Senior Manager
  • Head of Department/Function
  • Manager
  • Non-manager
  • Retired
  • Other
Visit our privacy Policy for more information about our services, how New Statesman Media Group may use, process and share your personal data, including information on your rights in respect of your personal data and how you can unsubscribe from future marketing communications.
Thank you

Thanks for subscribing.

Websites in our network