News International ads showcase power of print

Posted by Leah McBride Mensching on February 8, 2010 at 4:58 PM

News International Commercial has launched outdoor and print advertisements that aim to show the power of newspapers and magazines, MediaWeek.co.uk reported today.

The ads are based on research from Microsoft Advertising, which in December stated that for large retailers, print advertising is more effective than online ads, and more than twice as effective as television ads. Each £1 spent on print ads garner £5 in revenue, while TV and Internet ads bring in £2.15 and £3.44, respectively.

The News International ads state "For every £1 spent on advertising by retailers, newspapers and magazines deliver £6.41 in sales - more than any other media and 164% greater than TV."

The campaign will run across all News International titles for two weeks, beginning yesterday in The Sunday Times, according to a press release.

Participants of the Microsoft survey of 26 large UK retailers were anonymous, but included fashion retailers, department stores, large grocery retailers and big clothing stores. Twenty-four of the participants were "in the top 100 UK companies" when it comes to media expenditure.

News International is the main UK subsidiary of News Corporation. It publishes The Times, The Sunday Times, The Sun and News of the World.