News International Commercial is harnessing the power of the newspaper medium in a campaign that highlights the effectiveness of print for retailers.

News International Commercial has used statistics from Microsoft advertising, who conducted research with Brand Science, in a campaign that presents print advertising as the most effective media for retail.

The campaign highlights these findings by using the fact that “For every £1 spent on advertising by retailers, newspapers and magazines deliver £6.41 in sales – more than any other media and 164% greater than TV.”*

The campaign will run across all News International titles, launching on 7 February in The Sunday Times and running for two weeks. NI Creative, News International’s in-house creative team produced the campaign.

*Source: Microsoft advertising/Brand Science 2009 (sample of 19 traditional UK retailer’s advertising).