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Federica Setti

Chief Research Officer

GroupM Italy

Federica.Setti@groupm.com

Newspapers are not just a sheet of paper or a relic of the past. GroupM Italy research into the role of newspapers in the digital era shows that a newspaper is seen by consumers as much more than simply the printed product.

Although printed newspapers are under pressure in terms of circulation and advertising revenues, their digital offerings are reaching more people than ever before. It is time to update our view of newspapers and think of them as "NewsBrands" rather than newspapers. They are multi-platform brands that combine both digital and print. They are a safe environment in which brands can have a presence, they can deliver large, attractive audiences, they can build strong relationships with their users, and they can offer innovative solutions for brands.