National press

We publish more than 50 supplements and reports a year, which are included within broadsheet national newspapers. These publications reach a mass audience of affluent, intelligent and highly influential readers who trust the content of the newspapers they read.

Our supplements are printed on the same paper as the newspaper itself, folded inside with other magazines and sections. They look and feel exactly like any other part of the newspaper.

The reason we work with broadsheet newspapers is simple: the readers of these publications are the very people our sponsors and advertisers want to reach.

The supplements allow us to explore sometimes complex or controversial subjects in depth, correcting misconceptions and biases from elsewhere in the media, and providing more insightful and useful information for an influential readership. We are able to help our advertisers and sponsors to lead and shape opinion around a subject, encourage debate, and correctly position themselves in the market.

Reaching a mass audience – and a targeted audience

In a world of fragmented media, national newspapers are one of the few ways left for advertisers and sponsors to reach a mass audience. In the UK, 37m people read a national newspaper every week

Perhaps even more importantly, the audience reached through national newspapers can be clearly defined. At Lyonsdown, for example, we regularly publish supplements and lifestyle reports within the Daily and Sunday Telegraph. The readership of these papers is known to be affluent and influential but hard to reach through other forms of advertising – because when they do watch television or listen to the radio, more often than not it's the BBC.

Providing trusted content

Readers engage with and trust the newspaper they choose to buy each day. They rely on the paper for useful information, insight and news that affects every area of their lives, their business and their financial affairs. Their newspaper is an influential source of opinion and thought leadership, and they respect the content, the thinking and the editorial direction.

This trust also extends to the advertising that appears in newspapers. Neuroscience research shows that newspaper advertising can create a powerful emotional response in readers – much stronger than anything that can be achieved by television advertising. Comprehensive tracking of campaigns has endorsed the findings: advertising and advertorial content in newspapers creates strong emotional identification.