Frequency works in newspapers

In order to effectively advertise a brand message, advertisers need to reach consumers a number of times (i.e., frequency). Too little exposure and the advertising will fail to be noticed. Too much and the recipient will be saturated. Newspapers Canada has tracked frequency of newspaper ads as part of ongoing industry research. Aided awareness of advertised brands was noted and compared to those with no exposure to the advertising. The impact of newspaper ad frequency was significant!

Newspapers Canada has several resources available on frequency, including a fact sheet, a case study, and a short PowerPoint presentation.