Newsbrands are an important advertising medium for the retail category and in fact are the second biggest channel behind TV, with an average of 18% being invested annually (2015 figures from SMI, includes digital). Of that 18% the majority is delivered in print (16.5%). Our evidence from 121 econometric models demonstrates that adding print newsbrands to the media mix in the retail category can improve revenue return on investment by a factor of 2.7. Online display spend in newsbrands will increase the return from newsbrands even further.