Newsbrands: Planning for print and tablet reading

This article explores the difference between print and tablet editions of newspapers, finding that readers are similarly engaged across platforms and that the way content is displayed dictates behaviour.

Planning for print and tablet reading

Sumran Kaul, Heather Andrew and Phil BardenNews UK, Neuro-Insight and Decode Marketing

New findings show that, contrary to popular belief, newspaper content will deliver similarly engaged readers – and thus advertising effectiveness – regardless of platform, and that content, and how it is displayed, primarily dictates read