Over 160 people from the media industry gathered at the Ham Yard Hotel on 13 July for Newsworks’ first ever Effectiveness Summit. Newsworks’ CEO Rufus Olins opened the morning by highlighting the key takeaway from the body of research – that advertising in newspapers increases overall ROI by an average of three times. Maxus’ Alex Steer followed, giving delegates an insightful and entertaining run down of the value of long term metrics and how to balance these goals with the industry’s tendency to value short term results. As he put it, “events like today allow us to look outwards… beyond what we can see on our own”.
On to the studies themselves, with BDRC Continental’s James Myring, effectiveness consultant Peter Field and Benchmarketing’s Sally Dickerson taking to the stage in turn to present the findings from their individual projects. From brand health measures, to business effectiveness and finally ROI, the studies presented provide a comprehensive body of evidence for the effectiveness of newsbrands. Rounding up the morning with a lively panel discussion, VCCP Media’s Marie Oldham said that the data provides the facts needed for media plans to get the optimum long and short term effects.