National Newspapers of Ireland (NNI) has launched its latest high-profile ad campaign, reminding advertisers of the 'engaging' power of newspapers compared with other media.

The campaign - entitled 'Limitiations' - cheekily highlights the lack of attention often paid to radio, television and outdoor advertising compared with the concentration required to read a newspaper. The ads point out that:

• 44% of viewers go channel-hopping when a TV ad comes on, only returning to their programme when the ads are over
• it takes multiple exposures (at least four) for a radio message to sink in
• three seconds is the maximum amount of time spent looking at an outdoor ad (and even then, the audience or message is usually in motion)

By contrast, the active engagement required to read a newspaper means that press ads have a much better chance of being absorbed and retained by readers.

NNI's Frank Cullen says the 'Limitations' campaign is designed to show advertisers that, in the current economic crisis, newspapers give them the best opportunity to make their mark.

'The time to stand up and shout is when things have gone a little quiet,' he said. 'That's when you have the best chance to be heard and to get your message across.

'The recession is an opportunity for serious brand-builders to establish a long-term competitive advantage,' Mr Cullen went on. 'Because of its reach, targeting ability as well as the unique bond between reader and newspaper, press advertising is the smart choice for those companies.'

Click on the links below to see the ads from the campaign

NNI ad 1
NNI ad 2
NNI ad 3
NNI ad 4
NNI ad 5
NNI ad 6

For more information contact Michelle Morrisroe - Research & Information Officer NNI on (01) 6689099 or mmorrisroe@cullencommunications.ie