Tuesday 17 October 2017

Power of print shines through for advertisers

Eavan Murray, Claire McElligott and Sarah Harris all from CARAT pictured at the 'Book of Evidence' event at the RHA Gallery last night. Photo: Steve Humphreys
Eavan Murray, Claire McElligott and Sarah Harris all from CARAT pictured at the 'Book of Evidence' event at the RHA Gallery last night. Photo: Steve Humphreys
Lisa Kelly, Eoin Corrigan and Jennie Hickey all from Mediacom. Photo: Steve Humphreys
INM Commercial Director Geoff Lyons and Group Advertising Director Karen Preston with the winners of the trip to Cannes Aisling Baker from Starcom and Brian Carolan from PHD
Magician Keith Barry performs a magic trick
Leigh Cunningham and Ed Collins from Havas Media pictured at the 'Book of Evidence' event at the RHA Gallery last night.
Nicola Anderson

Nicola Anderson

ROCK, paper, scissors or social media? Paper wins - every time. The tables were turned on advertisers when they were told they were all together at an event because of the sheer power of a print newspaper advertisement.

More than 150 guests from leading advertising agencies turned out for a major event held by Independent News & Media (INM) last night at the RHA Gallery in Dublin.

A book of evidence was sent out to them in advance showing them the impact of newspapers as a key medium for advertising.

The stats are compelling, with every €1 spent in print advertising seeing a €39 return for the retail industry.

INM reaches 2.4 million readers across print and online, while, individually, 21pc of travel sales are achieved through print advertising and 38pc of test drives in the motoring industry are as a direct result of print advertising.

Marie Therese Campbell, Media & Events manager of the Advertising Institute of Ireland, attended the event, together with colleague Cecilia McLernon, Events Co-ordinator.

INM journalist Brendan O'Connor speaking at the 'Book of Evidence' event
INM journalist Brendan O'Connor speaking at the 'Book of Evidence' event

Both said the past year had shown that while the direction of advertising budgets was changing slightly in favour of social media, advertisers were "not ditching traditional media".

"Print is still working," confirmed Marie Therese.

The event was hosted by INM, with Karen Preston, Group Advertising Director, and Commercial Director Geoff Lyons present. DJ Mo Kelly was spinning the decks and the entertainment was provided by magician Keith Barry. And two guests won tickets to the Cannes Lions advertising festival.

INM ran a personalised print campaign targeting the key agencies, inviting them to come on an exciting journey.

Tim Kay, Ruth Ni Fhloinn ,Ciaran Redmond, Joan Hallinan , Andrew Naughton, Orla Reaper, all from Starcom.
Tim Kay, Ruth Ni Fhloinn ,Ciaran Redmond, Joan Hallinan , Andrew Naughton, Orla Reaper, all from Starcom.

From here they went on to a campaign based website which informed them that they were brought to the landing page because of an INM newspaper ad.

Research has shown that 10pc of all landing page visits are a direct result of print advertising.

The MC on the night was journalist Brendan O'Connor of the 'Sunday Independent', who told advertisers that he had a great personal understanding of the power of what they did.

Despite a hit rap record under his belt, together with a 25-year long career with the 'Sunday Independent' and his work as a TV chat show host, he quipped: "I made one baby cry in a Mace ad and that's all I'm remembered for. That's the power of advertising."

In a demonstration of the power of print, five newspaper front pages with spoof headlines flashed up on screen.

Brendan told the audience these were some of the fake news stories that had outperformed real news on Facebook during the recent US election.

"We brought you here to remind you why print is so great and we didn't have to do that because Facebook did it for us," he said. "If we floated stories like that there'd be uproar."

He said there was a weight of expectation on media organisations which meant "we are held to a higher standard and that is our greatest asset". He said it was a very bad election for social media.

However, the likes of 'The New York Times' has reported a four-fold increase in circulation and INM titles also showed a jump in circulation.

"People want journalism they can trust," he said.

And he said that while Mark Zuckerberg of Facebook was now "struggling with the notion of truth, the newspaper industry does not have the luxury of philosophy of truth because they have to check facts - with lawyers querying those facts".

Irish Independent

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