Word of mouth: Print media's talkability

This article argues that newspapers and other news media can make a valuable contribution to word of mouth (WOM) around brands by accessing influencers who are more likely to talk about brands and ads.

Word of mouth: Print media's talkability

Steve Thomson and Ozoda Muminova Keller Fay Group and Guardian News & Media

Quality newspaper readers are big infuencers and their conversations around news tend to take place at work, with lots of opportunity to stimulate WOM.