How often have you read a newspaper lately? I mean a real-life, ink-on-your-fingers newspaper?
I was handed one on a flight last week and I can’t recall the last time I read a print newspaper, let alone bought one.
An industry body that represents the newspaper industry in Belgium decided to test a theory. That people who do read newspapers, read them very thoroughly and are highly engaged with the publication.
To test this theory, the group offered three top advertisers a car and driver for the day. Nice one!
The advertisers were also supplied with a newspaper to read, while being driven around for their daily meetings. (Motion sickness anyone, or is that just me?)
Then, a series of distractions were planned, to see just how hard it was to interrupt the reading of the newspaper.
After this, the phrases ‘liar, liar, pants on fire’, can take on a whole new meaning.