Newsbrands and the multiplier effect

This event report covers Newsworks' Effectiveness Summit, in which three studies were advanced, covering brand health, effectiveness, and ROI; compelling evidence was heard that news brands are still very effective in the media mix, and that publishers may have swung too far toward digital.

Newsbrands and the multiplier effect

Brian Carruthers Warc

Newspapers have been the primary victims of the shift of advertising expenditure into digital media – and old-school print veterans can often be heard muttering about "digital propaganda" as they bemoan the slow death of their industry. But as , an event held in London in July 2016, digital platforms do invest significantly in proving their case for advertisers to invest with them. Print needs to do the same if it is to wrest spending back, he said.