Chart Of The Day: Brand Discovery: Journalists Still King In A Digital World

Today’s Chart of The Day explores the effectiveness of brand discovery channels for 16-24 and 55-64 year olds. We analyze this by asking the question, “In which of the following ways are you most likely to find out about new brands, products, or services?”, for 17 online and offline touchpoints. The output provides a fascinating set of data, quantifying the relative power of the multitude of channels that today’s consumer is exposed to. Interestingly, the number one brand discovery touchpoint is an “Article in newspaper/ magazine website”, with 47% of 16-24 year olds and 45% of 55-65 year olds citing it as a place they are most likely to found out about new brands. Despite the heavily reported “death of the newspaper”, digital channels mean that the journalist has never been more relevant in shaping opinions.

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Interestingly, the number one brand discovery touchpoint is an “Article in newspaper/ magazine website”, with 47% of 16-24 year olds and 45% of 55-65 year olds citing it as a place they are most likely to found out about new brands. Despite the heavily reported “death of the newspaper”, digital channels mean that the journalist has never been more relevant in shaping opinions.