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Women & Newspapers Purposeful Pleasure

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³The don¶t have

longevity for building 

equity messages and as

an environment they arehere today and gone

tomorrow«this shapes

how advertisers use

them. It¶s about stuff 

 you have to act on now´

 Perceived barriers to using newspapers to target women

 for brand building campaigns - environment 

³Print is excellent for hard  product info but not for emotional 

 stuff´

³«a newspaper is not an entertainment 

or indulgent read, it is an information

 service. Generally people will not sit down in the afternoon with a cup of 

coffee to read. They will read an article

on the way to the office or on the way

home´

³It¶s not just about putting a brand in front of  someone«

 you need it to be in an aspirational environment,

associated with the right qualities...´

Source: NMA consultation 2003

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³ newspapers simply haven¶t made the case for 

newspaper advertising´

 Perceived barriers to using newspapers to target 

women for brand building campaigns ± knowledge

³People read them for the news, how muchattention do they pay to the ads?´

³They¶re a much more

complex medium than

TV ± same reader, same paper but different parts

 ± different 

conversations´

³No-one has adequately

explored what consumers are

buying them for, how and where

they read them«´

³newspapers are doing something unique for the people that buy them but until you can leverage

the link between the reader and the medium it is

very difficult to understand how to communicate

the softer, more right brain messages about 

brands and start to use them to persuade rather 

than ( promotionally ) sell´

Source: NMA consultation 2003

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4 Truths about Women & Newspapers

Women read their newspaper with

enormous purpose and pleasure

The emotional rewards

of reading are fundamental to the pleasure and 

importance of the

experience

 Because of the value they place onreading their newspaper women give

time to reading their paper out 

of their time-pressured day

 Most of the time women

read the front page first and read much of, rather than

 just some of, their 

newspaper 

Source: Davey Bioletti Planning & Research, BMRB , Feb- May 2004

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Women value their newspapers as µpurposeful pleasure¶ 

 Purpose =

To get informed 

 Experience =

mentally stimulating 

distracting 

relaxing 

The pleasure of a feeling of 

worthwhile time for me

The pleasure of feeling I am using 

my brain

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 Purposeful pleasure ± her newspaper is so

important she carves time out«

Is an important part

of the time for me

Keeps me informed

about things that

interest me

Allows me to escape day

to day stresses and

strains

16%

35%10%

15%

50%

4%4%

74%

92%

Agree Strongly /

Slightly

 Neither 

Disagree Strongly

/ Slightly

Source: BMRB - base: All women aged 16+ who regularly read a newspaper (1054 )

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 Purposeful Pleasure ± her newspaper empowers

her«

Makes me feel confident

that I am abreast of what¶s

going on

Allows me to make up

my own mind about

what I have seen/heard

elsewhere

Develops my

understanding of events

and issues

9% 6%

7%6%

88%

7%

6%

84% 87%

Agree Strongly /

Slightly

 Neither 

Disagree Strongly

/ Slightly

Source: BMRB - base: All women aged 16+ who regularly read a newspaper (1054 )

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Women get tangible benefits reading a paper ± social 

currency, what she needs to know, time ±saving, uses it to

help others

67%

Sometimes I use the knowledge I

gain from my paper to give advice

or suggestions to others

75%

Reading my paper helps me

understand the choices I have these

days

81%

I often store things away in my

head I have read about for when Imay need them

87%Reading my paper gives me facts I

can use in conversation with others

Source: BMRB - base: All women aged 16+ who regularly read a newspaper (1054 )

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 Purposeful Pleasure ± newspaper reading is an

active not passive relationship

Agree Strongly /

Slightly

 Neither 

Disagree Strongly

/ Slightly

My mind is

switched on & I am

using my brain

I am involved in

what I am doing

I am not easily

distracted

I enjoy the fact that I

am taking in what I

am reading

10%

37%

5%

9%

12%

7%

51%

88%

11%

13%

81%76%

Source: BMRB - base: All women aged 16+ who regularly read a newspaper (1054 )

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Women spend significant time reading their 

newspaper each day

Source: BMRB - base: All women aged 16+ who regularly read a newspaper (1054 )

more than 1 hour 

40-60 mins

21-40 mins

up to 20 mins

32%

26%

23%

15%

17%

23%

33%

27%

Weekday average = 37 mins

Weekend average = 47 mins

weekday

weekend

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 For women reading their newspaper is a ritual 

weekday

weekend

39%

43%

18%

55%

32%

41%

61%

24%

29%

46%

22%

50%

Evening

Afternoon

Lunch

Morning

Breakfast

Sitting down with a cuppa

Source: BMRB - base: All women aged 16+ who regularly read a newspaper (1054 )

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 Reading her paper is not a one-off quick flick through

23%

34%

42%

1% Mean number of times = 3

 No difference by type of paper 

Once

Twice

Three or more

Don't know

Source: BMRB - base: All women aged 16+ who regularly read a newspaper (1054 )

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The top 15 most popular sections for women

 NB ± not all pages appear 

everyday e.g. health,

 fashion, cinema

Source: BMRB - base: All women aged 16+ who regularly read a newspaper (1054 )

38%

40%

42%

45%

49%

50%

51%

58%

63%

64%

65%

65%

75%

87%

95%

Horoscopes

 Named writer 

Crossword

Weather page

Arts/Theatre/Cinema

Travel

Letters / Letters to Editor 

Celebrity Gossip

Fashion/ Women's pages

TV listings

TV programme reviews

Health pages

International news pages

 National news pages

Front page

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C elebrity gossip and stories in the papers

49%I often use newspapers to catch up on

gossip from TV shows I've missed

57%Reading my paper helps me keep up to

date with latest celebrity gossip

65%I enjoy reading coverage of 

TV shows in my paper 

Source: BMRB - base: All women aged 16+ who regularly read a newspaper (1054 )

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C elebrity gossip and stories in the papers

16-34

35-54

55+

Source: BMRB - base: All women aged 16+ who regularly read a newspaper (1054 )

I often use newspapers to catch up on

gossip from TV shows I've missed

Reading my paper helps me keep up to

date with latest celebrity gossip

I enjoy reading coverage of 

TV shows in my paper 

35%

38%

57%

47%

59%

65%

67%

77%

75%

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They read a lot of the newspaper because it engages and 

interests them

Versus 10 years ago«.

69%

73%

87%

Include more relevant sections &

articles for me

Papers today include more

sections & articles aimed at

women

Papers today include more sections

which appeal to all interests

Source: BMRB - base: All women aged 16+ who regularly read a newspaper (1054 )

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She knows where to find what she wants

Source: BMRB - base: All women aged 16+ who regularly read a newspaper (1054 )

78%

82%

10%

9% 8%

88% 6%

11%

4%I find it easy to identify

sections I am interested in

I would know where to go if 

I was looking for particular 

information or articles

Sections I am not

interested in can

 be easily discarded

Agree Lot/little

 Neither 

Disagree little/lot

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Women have a long standing, trusted, relationship with

their newspaper 

Source: BMRB - base: All women aged 16+ who regularly read a newspaper (1054 )

81%

17%

2%

Several years/for as long as I can

remember 

Up to a year 

A few weeks

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Women and Newspapers ± Purposeful Pleasure

A close, committed, and long - standing relationship

 ± In which they invest time daily

 ± It¶s a ritual whereby she chooses a time when she can relax to read the

 paper 

 ± She is absorbed in her reading and is interested and stimulated by thecontent

So how can advertisers make the most of this relationship?

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She moves through a

 spectrum of needs and moods from being task driven, getting 

informed, immersed in the

important world she needs

to feel a part of in main news

to being more self-referential,

more relaxed in the moreeclectic features and supps.

 Empathise with where

 she is in her newspaper 

 Leverage

executionally

appealing 

elements

Understand what she is

reading paper for 

 Purposeful Pleasure

routes for advertisers to engage women

Select from the

breadth of the

newspaper 

 package where

 your product/ 

message most fits

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 Purposeful Pleasure : what she is reading a newspaper for 

Seen as important 

announcement advertising:

The sort of thing 

women and men

need to know about 

Very relevant to a

newspaper setting 

Welcome by most 

within main news section

 Levonelle

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 Purposeful Pleasure : what she is reading a newspaper for 

The context is broad but advertising healthy eating 

 for children fits ± the link doesn¶t have to be literal 

 Reading about parenting and ad is tapping into

this personal role when it¶s top of mind .

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 Purposeful Pleasure : what she is reading a newspaper for 

 Next to apposite articles is thought provoking and clever 

These are editorial features they regularly read about 

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 Purposeful Pleasure : what she is reading a newspaper for 

Sport and exercise have obvious synergies with the brand ± health connotations

C olourful and fresh

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She moves through a spectrum of 

needs and moods from being task driven, getting informed,

immersed in the

important world she needs to feel 

a part of in main news to being 

more self-referential, more

relaxed in the more eclectic  features and supps.

 Empathise with where

 she is in her newspaper 

 Leverage

executionally

appealing 

elements

Understand what she isreading paper for 

 Purposeful Pleasure

routes for advertisers to engage women

Select from the

breadth of the

newspaper 

 package where

 your product/ 

message most fits

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Women value newspapers because they cater for a wide

variety of her interests

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Women and Newspapers ± purposeful pleasure

Difference in mood and in depth of involvement created in reader 

 by newspaper within different sections

Hierarchy of seriousness of purpose, and so of seriousness of 

reader¶s mood, is headed by main news, working down to the

magazines: Front news sections

 Main news sections

 Reviews, features

Supplements

 Newspaper¶s magazines

 Focussed 

 Absorbed, questioning 

 Absorbed, questioning 

µ¶Other stuff¶¶: nice to have that balance¶¶ 

 Feeling more frivolous

C an start gently, or use to end reading time

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 Purposeful Pleasure ± with which part of the newspaper 

 she is reading - news

 Juxtaposition with article on foods

that are good for your health«.. But 

any food health related article would 

do equally well 

 Impression created is that it was µa

bright idea¶ to put it there

 Leaves a positive feeling:

an active way of promoting health

 Flora

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 Purposeful Pleasure : with which part of the newspaper 

 she is reading - fashion

 A prestige brand 

-  Perfectly placed 

- Telling you about it 

- C lassic looking 

advertising 

- ³it would stand out more in a newspaper 

because less of it 

relatively´

³ You may never afford 

the clothes«but this is

 something you could save for´

³ makes you feel you are

being talked to as an

independent woman who

makes purchasing 

decisions´

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 Purposeful Pleasure : with which part of the newspaper 

 she is reading - features

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 Purposeful Pleasure : with which part of the newspaper 

 she is reading - fashion

 Diesel is fashionable and on a spread about fashion and specifically shoes

³ I like to see things I can afford to buy´

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 Purposeful Pleasure : with which part of the newspaper 

 she is reading ± TV listings

 Daz

Tabloid /mid-market readers saw the juxta-

 position with TV listings as clever, apt 

³clever because it links to something I¶ve

 seen on the telly´

 Reinforcing creative idea of µsoap¶ 

Unexpected and impactful to see

detergent there

³very appropriate´

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 Purposeful Pleasure : with which part of the newspaper 

 she is reading ± media pages

 Products that are less interesting to

women can be made to work much

harder by using the context of the

 paper 

 Also works well in µbuyer guides¶ innewspapers plus home /property

 pages

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 Purposeful Pleasure : with which part of the newspaper 

 she is reading - health

This worked really well at a basic art direction level uplifting and more relevant 

 Definition of health is very broad 

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 Purposeful Pleasure : with which part of the newspaper 

 she is reading - gardening 

 Hand cream

within gardening 

 section broadsheet 

C lever, appealing 

visual relevant 

 siting 

 Different fromwhat is normally

 found in similar 

 sites

 Atrixo

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 Purposeful Pleasure : with which part of the newspaper 

 she is reading - property

 Nice furniture and to do with home ± ³ sensible as you dream about replacing your 

things when you move´

 Noticeable ± it looks trendy

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 Purposeful Pleasure : with which part of the newspaper 

 she is reading - property

C lever, unexpected to see

it here

C aptures your attention

Glamorous, nice figure

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 A great fit with the feel and values of Mirror¶s 3am page ( equally The Sun¶s Bizarre

or The Daily Star¶s Hot Goss pages)

 Execution seen as lively, stylish, fitting tonally

 Adding impact 

 Purposeful Pleasure : with which part of the newspaper 

 she is reading ± celebrity gossip

 Bourjois

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 Purposeful Pleasure : with which part of the newspaper 

 she is reading - diary

 Most ok with this ad on this

 spread because it¶s a µgossip¶ 

 page

 Brings a whole set of values:- glamour 

- older woman

 Page worked very well 

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She moves through a spectrum of 

needs and moods from being task driven, getting informed,

immersed in the

important world she needs to feel 

a part of in main news to being 

more self-referential, more

relaxed in the more eclectic  features and supps.

 Empathise with where

 she is in her newspaper 

 Leverage

executionally

appealing 

elements

Understand what she isreading paper for 

 Purposeful Pleasure

routes for advertisers to engage women

Select from thebreadth of the

newspaper 

 package where

 your product/ 

message most fits

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 Routes for advertisers to engage women ± executionally

appealing elements

Very stylish

Very beautiful 

 No longer very

 young, so

inclusive of older women

 Adds glamour,

interest, appeal 

Opposite µgirly

 feature -aspirational 

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 If you really want to go the extra mile«..

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 Adjacent to feature on high heels: seen by women as helpful, relevant 

information easier to remember in such a context 

 Purposeful Pleasure : with which part of the newspaper 

 she is reading ± opportunistic placements

 Elastoplast 

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 Purposeful Pleasure : with which part of the newspaper 

 she is reading ± opportunistic placements

³From pet lover¶s perspective

makes me think about something 

that is going through my head´

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 Purposeful Pleasure : with which part of the newspaper 

 she is reading ± opportunistic placements

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C onclusions: Newspaper reading for women brings

 fundamental emotional rewards

Women see newspaper reading as ± vital

 ± restorative

It makes them feel

 ± connected

 ± included

 ± clever 

 ± together 

 ± inspired, alive

They make time each day to read andembrace the breadth of content

When reading their newspaper, they get

 ± lost in it, buried in it, absorbed by it

Women have a strong 

relationship with their 

newspaper 

 Advertisers are not 

capitalising on this emotion

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C onclusions ± advertising expectationsThe opportunities inherent within newspapers for talking to women are not fully exploited

Women do not perceive much of the advertising to be for them ±  they do not think it is talking to them: it is for other people, for men

 ±  they do not enjoy it: it does not include, charm, amuse, inform or lift them

The variety of sections in the newspaper represent a real, underused opportunity

Receptiveness to advertising is potentially greater than with TV (or magazines) when theyare in a mindset to engage

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C onclusions - the effects that apposite female

advertising can achieve within newspapers

µ ³ the advertising is normally so boring, so

bland, this takes it on, gives it a new feel,

more refreshing ́ ± tabloid 

³ makes you feel you¶re being talked to as

a woman, not just somebody whose partner brings the paper home in theevening´ - broadsheet 

Source: Davey Bioletti Planning & Research 2004

Increased impact, interest and engagement the reader has withthe advertising

Ads are seen as a potentially useful source of information, as a

 pleasure to look at, to decode

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Talking to women through newspapers

We believe that advertisers who do not target women innewspapers are missing an opportunity

 Let¶s think again about newspapers

or 12 million opportunities ± each day

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Women & Newspapers

 Purposeful Pleasure