Social fuel Newspapers and newspaper advertising in the lives of 16-24s

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Social fuelNewspapers and newspaper advertising
in the lives of 16-24s
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16-24s make more first-time brand choices than at
any other time in their lives
first credit card first car first holiday
without parents first washing machine first
utility bill in their name first newspaper they
buy first mortgage first vacuum cleaner first
cheque account first mobile phone contract under
own name first purchase of a lottery ticket
first own choice of washing powder first
electric drill first general election vote
first bed first ISP contract first voluntary
trip to IKEA first disposable nappies first
purchase of toothpaste first silk vinyl
emulsion first insurance buy first drink in a
bar first choice of airline first browse of the
analgesics shelf first choice of supermarket for
main shop first purchase of oven chips first
fill-up of petrol tank first choice of coffee
granules first choice of career first purchase
from off-licence first bet at the bookies first
bill at
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Newspapers are a popular social activity
Regularly read a newspaper in last week
77
Eat in restaurant in evening (ever)
73
Exhibition/outing in last 12 months
68
Visit the pub once per week or more
46
DIY at home in last 12 months
48
Visit bookshop in last 3 months
46
Night club once per month or more
43
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Newspapers are a popular media activity
Media consumption across 7 days
Listen to commercial radio
81
Read a newspaper
77
Watch ITV1
69
Access the internet
67
Watch C4
81 like the fact that they can choose which ads
to look at in a newspaper
59
Read a magazine
59
Watch Coronation Street
37
Visit cinema
16
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Newspapers give 73 interesting things to talk
about with work-mates, friends relatives
76 say my newspaper gives me my daily fix of
news, gossip entertainment
Newspapers provide 73 with a good source of
information on latest music films
Newspapers spark 65 to think about issues, eg
politics, environment and teenage pregnancy
Newspapers help 72 form their their own opinions
by giving different views on issues
Newspapers in their lives
Newspapers help 59 to keep up to date with
whats hot and whats not
87 say newspapers help me understand the
important issues around me
Reading a newspaper helps 59 keep up to date
with the latest celebrity gossip
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Entertainment stimulation
When I see big articles that take up a page or
are heavy I just think naah

• 16-24s are looking for stimulation during a
  natural break in the day breakfast, lunch, just
  back work / school etc
• Skimming for headlines, stories and pictures that
  provide entertainment / stimulation
• Reading short, bite-sized, stories

Readership favours the Populars
Adverts may benefit from a similar
easy-on-the-eye format
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Social needs frame what stimulates and entertains
Keeping up to speed looks, music, reality TV
Stories affecting me teen murder,
pregnancy, obesity
Newspapers provide social fuel
Feed dialogue 7 year old bride, -
short, extreme, human interest
Planningsocial lives whats on whats hot,
whats not
Hungry for more info eg Big Brother,
celebrities, gossip
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No problem with Becks kids or Big Brother. But
who is the EU bloke?
confident they could answer correctly
Answers reflect what they want from their
newspaper To keep them informed about things can
become topics of conversation in their lives True
of readers of both pops and qualities
73
Any 2 contestants in last Big Brother
Posh Becks children
73
Their local MP
44
The EU President
18
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Social fuel
86 women / 73 men enjoy sharing fun stories
they have read with others
52 women / 32 men enjoy reading reading the
problem pages out loud with my friends
73 say reading my newspaper provides me with
interesting things to talk about with friends,
relatives and work-mates
11
Strong emotional connections for men and women
86
I enjoy sharing fun stories I have read with
others
73
I enjoy reading stories about others going
through similar experiences to me
83
67
I enjoy reading human stories relating to people
of my age
87
67
I value articles on health issues relating to
people my age
85
59
52
I enjoy reading the problem pages out loud with
my friends
32
Men
Women
12
Newspaper coverage of TV shows is high octane
social fuel
You get glimpses ahead

• Rich emotional context
• Connected and up to date personally socially
• Extra knowledge to enjoy viewing more
• Enjoy emotion of TV brand more pleasure of
  build-ups and recap

Friends are like part of the family youre
interested in them
If it says Big Brother on the front you go
straight to that page
13
TV shows have huge social currency, especially
with women
79
I enjoy reading coverage of TV shows in my paper
56
I often read newspapers to catch up on gossip
from TV shows I've missed
72
40
I know I can get the background stories for
reality TV shows
69
56
I enjoy the build up to my favourite TV shows by
reading stories in the newspaper
67
45
Men
Women
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More people read about Big Brother in newspapers
than actually watch it on TV
73 say reading my newspaper provides me with
interesting things to talk about with friends,
relatives and work-mates
Without it (Big Brother articles)
Id feel like I wasnt involved
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Newspapers reach out to 16-24s
I LUST FOR MY SEXY TEACHER Dear Miriam, I HAVE
a crush on my teacher. Hes single, dead good
looking and a real laugh. When we met by
accident in the pub at Christmas, he was a bit
pissed. I gave him a Christmas kiss and as he
pushed me away. he said something like, Dont
or I wont be able to stop. Im 17, so would it
really be such a sin? I think about getting him
into bed all the time.
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Popular topics (women)Parts of the paper I
usually choose to read
Id put the high street equivalents of what the
celebs are wearing that would make you want to
go out and buy it
It makes you want it (Rimmel Massive Lashes),
you see Kate Moss and you think I could be like
that
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Popular topics (men)Parts of the paper I
usually choose to read
This is a mans section thats what attracts
you to it Being there and with that ad (KFC)
gives them more of a sporting image
The films with ads make you think they are worth
going to see
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16-24s spend time with their newspaperapprox
half an hour average 3 pick-ups
Weekend newspapers 35 minutes
Weekday newspapers 28 minutes
Reading times are similar for Pops, Qualities
Mid-markets
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When are newspapers being read
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Over breakfast
Travelling to school/work/college
22
38
In a morning break
50
Over lunch
25
Afternoon break
Just home from school/work/college
36
49
In the evening
20
Newspapers and advertising
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How to successfully engage young adults through
newspapers
Editorial context can stimulate greater ad
involvement increase relevance of brand
message
Short, sharp, witty style works best
The ad should talk to me
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Advertising is welcome
They expect to be spoken to They credit
advertising with influencing brand
choices Advertised brands are deemed worthy of
consideration Clever positioning is respected
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Talk to me Im listening
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Reading newspapers comes with a mood set
helpful to advertising
95 describe their mood as interested
80 describe their mind as switched on
80 describe their mood as entertained
89 describe their mood as relaxed
47 describe their mood as stimulated
49 are open to ideas about what to buy or wear
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Looking for a plan, options
Opportunity for ads that complement TV viewing
Moodset is what am I going to do this evening?
56 say they are open to ideas about what to do
in their spare time while reading a newspaper
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The open to ideas moodset is ideal for films
I look in the paper to see what films are coming
out
The Day After Tomorrow one jumped out at me it
looks good
59 agree films that advertise in newspapers
make you think they are worth going to see
27
In a planning purchases moodset, newspapers
become a reference point for prices/features
The T-mobile ad is good where they line all the
phones up and you can see what theyre like
35 agree newspapers provide me with detailed
information on the latest mobile phones and
tariffs
28
Ads are seen in their context Interweaving ads
with emotional and aspirational editorial gets
attention Proximity to relevant editorial
increases the relevance of the brand message to
this advertising-aware audience
29
Placing the danger rocks ad in Im a Celebrity TV
coverage makes it more noticeable to an
ad-literate audience
Its an excellent place to put it. Im a
Celebrity is all about challenges and pressure.
Theyre hot, theyre all together
Goes together makes you think about being cool
under pressure
30
By linking into football in the sports section,
Fiat has created a memorable campaign
When they say responsive steering to avoid
relegation back door really good, clever
They did one like that for Manchester United..
and one for Arsenal as well I think
48 say my mates and I will talk about the good
or clever ads we have seen in newspapers
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The bringing together of Michael Owen and the
sports section creates a transfer of identity and
feel for Lucozade
I always associate Lucozade with going to
football
Lucozade Sport is about sport and performance
which is what you read the sports section for
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Editorial gets attention and raises issues that
make brand advertising work harder
Which bikinis go with which body shape Id
definitely read that, specially now before
Summer. A healthy food ad next to it (Go Ahead)
would make you look and want to eat that food
rather than a chocolate bar
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3ams celebrity environment nudges thinking
towards clothes and fashion
Levis girl would go in 3am
3am makes you think about what theyre wearing
and the high street equivalents
You look at the clothes and the fashion sense of
people in there
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Proximity to high interest topics can have a
rub-off effect
The Garnier ad is good next to Friends. Youd
notice it and Joey, Ross Chandler gel their
hair
You do notice how they have their hair
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Women respond well to seeing their brands in
celebrity sections
3am is all about celebrities and that and it goes
so well with Kate Moss makes you want to look
at it
It makes you want it, you see Kate Moss and the
beautiful celebrities and you think I could be
like that
36
The COI used a photo strip ad on The Stars Just
Jane page to talk about STDs
Proximity to stories that create an emotional
response can help Eg Problem pages for health
messages
69 agree - if an ad is related to an article or
section Id be more likely to read it
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General news is seen as a good fit with ads that
raise social and health issues
Ads raising health social issues are judged to
require sensitive positioning not in
lightweight editorial, ie gossip or celebrities
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Newspapers in context
39
Newspapers are a more conscious activity
When reading a magazine I tend to be in a more
relaxed state of mind than when reading a
newspaper
It takes more concentration to read a newspaper
than watch TV
When reading a newspaper I tend to be more
actively seeking ideas and information to use
that day than when reading a magazine
Newspapers provide you with a different
perspective on news events that you watch on TV
40
Young people buy into the visual glamour of
newspaper ads
You have Mariah Carey and you think youll just
take a look. The Triumph ad is next to it, where
she looks a bit similar and glamorous, it works
16-24s see and feel aesthetic and emotional
values of the medium they are in and the imagery
works in this context
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It is not the paper finish that matters but the
ad and its environment
That ad (Gillette) could be more effective in a
newspaper than in a magazine at the start of FHM
theyve got 10 pages of ads, you just flick
straight through them
The texture of the paper doesnt make any
difference it just works
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Newspapers deliver top audiences every issue
16-24 audience 2003/4
39
Top film 2003
28
Michael Jackson interview
26
Every issue
23
Every issue
23
BB5 Final night
17
The Final
12
Every issue
11
Monthly reach
10
Consistent 15-24 audiences for ITV1
5
Radio
43
Summary
Newspapers entertain and stimulate and are used
to keep up for whats on They are social
fuel
Advertising literate and aware, 16-24s are quick
to see connections between editorial environment
and the ads
The newspaper mindset is receptive to ads.
Interweaving ads with emotional and
aspirational editorial gets attention
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