Topical advertising builds stronger links with reader, says NMA study

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The Newspaper Marketing Agency (NMA) has released new research into how topical advertising in newspapers can improve its effectiveness.

The research, which links to the Topicality Award as part of the Awards for National Newspaper Advertising run by the NMA, looks at how advertisers can take advantage of diary events, readers' loyalty to specific newspaper brands and unplanned, breaking news events.

Topical advertising shows a brand's relevance and can build stronger links between the reader and that brand, the research suggests. Low production costs and "quick turnaround" of advertising in newspapers helps brands that want to run up-to-the-minute campaigns, it adds.

"Every day, smart advertisers are piggybacking on the news. The very best topical ads become part of the story, and become part of the national conversation - people will talk about a clever ad linked to a story, just as they are talking about the editorial. Getting topical advertising in national newspapers is a tough challenge, but the rewards for getting it right can be enormous," says the agency in its report.

"Good advertising that links with the news can go on to create a news cycle of its own, feeding off the initial wave of publicity to create more interest, building customer support along the way."

The research, which flags up successful advertising campaigns in national newspapers, also makes recommendations for advertising around special interest features or sections.

"Great targeting brings the consumers and the advertisers into their own shared inner circle, all members of that same exclusive club," it says. The full report can be downloaded at this link .