New research from Newsworks and Peter Field presented at recent NewsBrands Ireland Engage event.

Trust and quality are now the two most important brand metrics when it comes to profit growth – and increasingly inter-connected – according to effectiveness expert Peter Field.

Sorcha Garduce, Insight Partner with Newsworks (the marketing body for UK national newspapers), presented new research from Peter Field and Newsworks at last week’s NewsBrands Ireland Engage event. The research evaluates the growing importance and strength of brand trust, explores how advertisers can benefit from being in trusted environments, and aims to more accurately define and measure trust.

IPA Databank: News brands’ positive impact on advertising effectiveness

The link between trust in news brands and advertiser profit growth has risen sharply over the last decade, according to this latest analysis of the IPA Databank.  

The study, which was undertaken by effectiveness expert Peter Field, shows that over the last 10 years the effectiveness of advertising in news brands across six key business effects – including market share, pricing power and profit growth – has increased significantly. 

Campaigns using news brands between 2012-2016 had an uplift in overall effectiveness of 32% compared to campaigns that did not.  And this uplift was even stronger in the more recent period (2018-2022), showing an uplift in effectiveness of 52%.

Impressively, looking at profit growth, advertisers using news brands experienced a 24% uplift in 2012-2016 compared to non-users of news brands – this increased to 88% in the period 2018-2022.

The analysis also shows that advertisers using a multi-platform (combining print and digital) approach derive the greatest business benefits of all, with an uplift of 61% versus brands not advertising in news brands.

This is because ads appearing in news brands are seen as trustworthy and suggest high quality, which are now the two most important brand metrics that lead to growth for advertisers.

Field said: “While the uplifts were still strong in the earlier period of this study, they are much stronger post 2016. This is arguably around the time that trust issues began to explode – think Trump, Brexit and Cambridge Analytica – and the emergence of the fake news era.”

“Trust and quality perceptions are interconnected as vital brand metrics, and their importance to advertisers has doubled over the last 20 years. This study shows the case for advertising in news brands, which has always been strong, continues to strengthen at a remarkable rate.”

For more details, see here

The above research was presented at the NewsBrands Engage event in the Morrison Hotel last Tuesday. Other key highlights from the event included:

Christine Matthews, Head of TGI Ireland, presented their latest audience data which shows that print and digital news brands reach 82% of Irish adults every week.

Journalism produced by news publishers is the First Port of Call for those seeking news – 82% go to a print or online news title for news, while 64% go to TV for news; 61% go radio; and 54% go to social media for news.  See more details here

Melissa Byrne, Head of Media Sky Ireland, discussed how her brand use multiplatform news brands as part of their award-winning campaigns. See highlights here

Fiona Field, MD of OMD Ireland, moderated a discussion on journalism’s role in society, with Elaine Loughlin, Political Editor, Irish Examiner, Neil Leslie, Editor Irish Daily Star, and Robert Cox, Editor, Irish Mail on Sunday. Among the items discussed were how news publishers build trust and credibility with readers, the role of political journalism in holding power to account, and how AI will affect journalism. The panel also recalled the Daily’s Star’s ‘Lizzie the Lettuce’ campaign which was remembered as political satire at its very best!

– Strasbourg, 26 March 2019 –

MEPS HAVE VOTED FOR A SUSTAINABLE FUTURE FOR OUR INDEPENDENT PRESS, FOR PROFESSIONAL JOURNALISM, FOR CREATIVITY AND ITS CREATORS, FOR CULTURE, FOR A THRIVING DIGITAL ECONOMY, AND FOR FAIRNESS

Europe’s press publishers welcome MEPs’ adoption in Plenary in Strasbourg today, Tuesday, 26 March, of the EU Copyright Directive – a copyright reform that is crucial for the future of a healthy, independent press sector, a fair digital ecosystem and a content-rich internet.

Carlo Perrone, President of ENPA (European Newspaper Publishers’ Association) said: “This is an historic vote for Europe’s soul and culture. After more than two years of debate and scrutiny, fairness has prevailed in the form of a copyright reform that will be essential for the future of press publishing and professional journalism. Thanks to this directive, web users are now guaranteed a pluralist and democratic internet in the years to come.”

Xavier Bouckaert President of EMMA (European Magazine Media Association) said: “This is a vote against content theft. Publishers of all sizes and other creators will now have the right to set terms and conditions for others to re-use their content commercially, as is only fair and appropriate.”

Christian Van Thillo, Chairman of the EPC (European Publishers Council) said: “This text modernises copyright without stifling digital innovation. As press publishers, we would like to thank Europe’s regulators for adopting this important directive that acknowledges the value of the press to society and the need for fair remuneration for the commercial re-use of our intellectual property.”

Fernando de Yarza Lopez Madrazo, President of News Media Europe (NME) said: “This directive will help forge a healthier working relationship between creators and platforms and will help news publishers continue to invest in the creation of fact-checked, professional content to enrich the internet and benefit consumers.”

Next steps: the directive has to be formally approved by the Council

Please find attached NewsBrands Ireland’s Vat submission to the Oireachtas Committee on Finance, Public Expenditure and Reform on Budget 2015.

Please find attached the views of European press publishers on Google’s second round of commitment proposals to the European Commission as part of the on-going EC investigation into certain business practices by Google .

Also attached is a press release issued by European publishers, including NewsBrands Ireland.

• Reduced rate of VAT reflects newspapers’ unique role in society and education
• VAT on newspapers “an unfair form of reading tax” says NNI

National Newspapers of Ireland (NNI) has urged the Minister for Finance to reduce the rate of VAT on newspapers, a move it says would bring Ireland into line with the UK and many EU countries, whilst also supporting NNI’s Newspapers in Education (NiE) programme.

Printed newspapers in Ireland are subject to 9% VAT, a reduced rate, introduced by Government in 2011.  However in the UK and many EU countries, the unique role of newspapers in society and as an educational tool is reflected by a zero rate of VAT.

In support of the National Strategy to Improve Literacy amongst Young People, NNI established an NiE programme last year with the launch of NNI Press Pass. NNI has invested in excess of 200,000 euro to date in the initiative which is aimed at transition year students.  Designed to improve students’ reading, writing and critical thinking skills, NNI Press Pass has been hugely successful and its inclusion in the Junior Cycle curriculum from 2014 will benefit thousands of children in the coming years.

This year an extra 10,000 Transition Year students have signed up to participate in bringing the total to 25,000. Research shows that young readers’ programmes, such as NNI Press Pass, positively influence students’ motivation, literacy levels, academic skills and classroom communications. Newspapers help students to understand their local society, open a window on the wider world and provide a basis for active citizenship. The application of a zero rate of VAT on newspapers could greatly enhance NNI’s NiE programme, making newspapers more affordable to families who are under increasing economic pressure.  It would also help to encourage young people to maintain the newspaper reading habit going forward across all available platforms.

While printed newspapers are subject to a 9% rate of VAT, online editions are charged at a rate of 23%. NNI publishers have invested heavily in multi-platform content delivery, however content accessed through any other means than print is subject to the 23% VAT rate. NNI has asked the Minister to use his influence at EU level to try to ensure a harmonisation of VAT rates on both print and online editions.

The newspaper industry directly employs more than 4,500 people in Ireland and contributes more than €800 million per year to the economy, with thousands of other associated and spin-off jobs – printing, distribution, advertising etc – also dependent on the sector.

Apart from the economic/employment aspect, newspapers remain a vital component of Irish society. Not only are newspapers essential to a healthy democracy – holding governments and public bodies accountable – they also provide citizens with an understanding of their rights and responsibilities within the democratic process.

“Our view has always been that VAT on newspapers represents a ‘reading tax’ – an unfair levy on information – which not only interferes with newspapers’ role as a democratic watchdog but makes newspapers less accessible to the public.

“We are calling on the Minister for Finance to further reduce the rate of VAT on printed newspapers in recognition of the unique role that newspapers play within the democratic process and as integral part of Ireland’s education system going forward,” says Frank Cullen, Co-ordinating Director NNI.

To satisfy on-going customer demands, changing reading habits and to serve readers on a multitude of platforms, Irish publishers continue to invest in new technologies and innovative delivery methods whilst maintaining investment in quality content.  Meanwhile, as with publishers across the world, they are working to develop paid-for offerings in the digital environment

NNI believes that at a time when the Internet is too often characterised by free, unauthorised content, it is more important than ever that effective copyright protection and enforcement exists. This protection and enforcement will allow publishers to continue to invest in providing professional news content on all platforms.

The Irish legal and policy framework should ensure that the future of newspaper is not undermined by any new exceptions or by a lower level of protection of publishers’ rights.