Readers Hate All The Ads On Digital Screens Says Newspaper Works CEO

Readers Hate All The Ads On Digital Screens Says Newspaper Works CEO
SHARE
THIS



Mark Hollands, CEO of the Newspaper Works, says that newspapers are here to stay, have got better engagement than ever and may become the “love-child of the future”.

His comments come after former News Corp and Foxtel honcho, Kim Williams, told B&T last week that by 2045 robots would be a gazillion times smarter than humans, so much so that we won’t be able to understand them.

Taking a swipe at his old print stomping ground Williams confessed, “I would not be going with companies that are saying ‘It’s all about print’.”

Hollands joked to B&T: “He may well be right. I’m afraid my business plan doesn’t go out that far! I certainly don’t remember seeing either Captain Kirk or John Luke Picard reading a newspaper at any point in time. So therefore there may be no newspapers in their traditional format, by the time we get to Star Trek-coloured scenario.”

Hollands says consumers are getting annoyed with the constant bombardment of intrusive ads on screens where they read their “snacky” news, and says that newspapers and long-form journalism may be offered in a variety of futuristic formats.

“It may well turn out that newspapers become the love-child of 2045,” he said. “Maybe we’ll be reading them on holograms inserted in our brain, who knows, but they’re not going anywhere.

“Mobile is massive at the moment but we all know that it’s a lightening engagement, snacky, type of environment. You can do your Facebook or whatever, but you’re never going to be able to have a decent argument across the dinner table based on what you discovered on your mobile.

“The good thing about about newspapers is that they’re not disruptive and we’re getting higher engagement levels than ever.”

 

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]