Print newspaper advertising works: ‘Disappearing Headlines’ case study

News Media Canada has produced a new case study based on the results from the February 2021 ad campaign, Disappearing Headlines. The print newspaper campaign that ran in more than 100 newspapers across the country generated phenomenal results elevating awareness of the Levelling the Digital Playing Field initiative among Canadians.

Previous awareness campaigns were directly aimed at the government. This campaign targeted Canadian consumers, who have become increasingly aware of the issues surrounding Google and Facebook. Printed newspapers featured blank front pages to demonstrate what would happen to Canadian news media if immediate action were not taken.

The daily newspaper component of the campaign reached more than 3.3 million Canadians and the earned media coverage generated another 222 million impressions. Website traffic spiked with more than 10,000 new users in the first week of the campaign alone and almost 1,500 copies of the report were downloaded, a weekly increase of 661%.

Download a copy of this new case study by clicking here or on the image below.