"As a group, we recognise that media face far more competition both from traditional media as well as emerging media, now more than ever before – and our challenge is to convince both advertisers and agencies that newspaper advertising should be an integral part of the mix."

Newspapers should always be an integral part of any multimedia advertising campaign, a global review of research on advertising effectiveness has found. Now the job is to convince advertisers and agencies to think newspapers.

Worldwide research into advertising effectiveness shows that newspapers are an effective advertising medium, particularly when used in combination with other media.

The research showed that television was best at creating attention to a product, but that newspapers were perfect for exploiting that attention to persuade the customer to buy.

"But despite the evidence, global advertisers and agencies need to be convinced to 'think newspapers'," said Ms Newman.

The presentation was the first part of a global project by WAN to establish the role of the press in global advertising campaigns, determine the effectiveness of print and provide compelling reasons to consider print at the strategic level.

The next step is a worldwide WAN project that will involve hundreds of newspapers in generating new research. WAN is providing a research template to newspapers around the globe, which will then conduct the studies, customised to local conditions. They will return the completed templates to WAN, which will analyse the results and use them to develop sales presentations which demonstrate the advertising effectiveness in newspapers.

Dianne Newman, Director of Information, Business am, Scotland

The approach will allow publishers to compile unique data that can be presented as strong case studies for their individual locations. At the same time, the standardised research method allows the results to be aggregated to provide a strong case for newspapers worldwide.

The research, said Ms Newman, "can not only demonstrate the effect of press advertising, but can also provide you at a local level with valuable information to help present the case for increased advertising revenues in your own publication.

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