This is how adverts in news media unfold their full strength

Adverts in daily newspapers, weekly newspapers or digital news media are effective - if they are used correctly. The decisive factor is not "if", but "how". News media not only offer a wide reach in Germany, their readers are also characterised by above-average purchasing power - both in terms of income and frequency of consumption. What's more, they actively engage with the content. But reach alone is not enough. Only the right strategy gives adverts their full effect. Successful examples from EDEKA Südwest and budni together with MEDIA CENTRAL show how this can be achieved.

So entfalten Anzeigen in Nachrichtenmedien ihre volle Stärke

1. Focus on the target group

A key success factor lies in knowing your own target group precisely. If you know where and how consumers obtain information, you can place adverts with pinpoint accuracy. Some pick up the classic daily newspaper in the morning, others scroll through the e-paper on their way to work or read the regional weekly paper at the weekend. With data-based analyses and a local understanding of the market, we ensure that adverts appear where they are most effective - with less wastage and greater relevance.

2. cross-media planning

Successful advertising campaigns today rely on a mix of print and digital.

The weekly paper ensures visibility across the board. The daily newspaper reaches a top target group. The advert in the e-paper or directly on news portals reinforces the digital presence. Together, this creates maximum reach within the target group - measurable and sustainable.

Cross-media planning combines the strengths of the channels and accompanies its target group across various touchpoints.

budni provides an example: in addition to a classic 1/2 page in the daily newspaper, the campaign was extended by an interstitial in the e-paper, i.e. a full-page advert that superimposes itself over the editorial content for a few seconds when the page is turned. This exclusive placement ensured high visibility and a seamless link between print and digital.

3. sharpen the message

An advert is only as strong as its message. Some motifs attract attention with loud offers, others convince through content and storytelling.

The key lies in the question: Which motif really activates my target group?

EDEKA Südwest shows how the two can be combined: In addition to classic price communication, high-quality content was used in the form of advertorials. Topics such as animal welfare, organic quality and regionality create trust and arouse emotions. This is not just about information, but about content that moves and deepens the dialogue with the target group.

Success can be planned

Whether daily newspaper, e-paper or weekly paper, news media are an integral part of people's everyday lives. They are trusted, can be played out in a demand-orientated way and can be smartly combined across media.

MEDIA CENTRAL helps you to optimise your advertising campaigns - for greater impact and lasting success.

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