Measuring ROI can increase newspaper AdEx 1.5X by 2025

While brands vouch for ROI of newspapers, specific numbers (results) is always a challenge. Why is it so?

Apart from its larger-than-life appeal, newspaper advertising has typically been used to disseminate product and channel information. Objectives are varied: from awareness to brand image to comparison/ consideration to purchase to post-purchase. What metrics do marketers use to measure newspaper ROI? Some examples:

• Telephone/ Whatsapp number to reach a call center
• QR Code/ URL to access webpage/ microsite
• Toll Free number to access All India helpline
• Dealer Name/ Telephone number across cities
• Coupons/ cutouts
• Social media handles

Of all the above, dealer/ branch office address and their telephone number are the most ubiquitous and widely used across categories. Incoming calls to dealers deliver ROI but marketers often may not have an idea of the quality/ quantity of the consumer response in such cases. Without attribution, future investments feel like a shot in the dark – belying the confidence Print advertising should automatically provide.

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