At Newsworks we have a lot of evidence about the impact of newsbrands and their role in delivering engaged and attentive readers. We also know instinctively that newsbrands are effective; many individual case studies over the years have proven that. However until now we had no definitive proof on a large scale of the brand impact and return on investment that newsbrands deliver.
So we commissioned three major studies designed to provide this evidence. Why three studies? It was a process of triangulation. In surveying, this is the tracing and measurement of a series or network of triangles in order to determine the distances and relative positions of points spread over an area. The concept in research involves using multiple data sources in an investigation to examine the consistency of findings. We knew that we needed to prove the effectiveness of newsbrands beyond reasonable doubt.