Print Newspapers To Prove Their Worth In New Campaign From The Newspaper Works

Print Newspapers To Prove Their Worth In New Campaign From The Newspaper Works
SHARE
THIS



Australia’s four largest newspaper publishers have come together to launch an industry wide positioning and brand campaign that demonstrates the influence of newspaper media and re-states to advertisers why newspapers get results.

The campaign is the largest marketing initiative ever undertaken by The Newspaper Works, the industry body that represents APN News & Media, Fairfax Media, News Corp Australia and West Australian Newspapers (Seven West Media).

The Newspaper Works CEO, Mark Hollands, said: “This has been a real collaboration between the major publishers. We began with the premise of creating a message that was true for all newspapers in metropolitan and regional areas. The enthusiasm we have had from publishers and editors across the spectrum of newspapers in Australia has resulted in this campaign.

“Newspapers have been influential since their inception. History shows that great mastheads have opinions and are unafraid to share them. Today, in the age of digital communication and media fragmentation, newspapers have maintained and grown their influence in our society.”

The campaign, created by The Hallway, will appear in print and digital editions of newspapers and marketing trade media.

The new positioning for newspaper media is – “Influential by Nature”.

InfluentialByNature_large

A print and digital campaign will launch the new positioning and features a series of powerful, real examples of influence that have achieved tangible outcomes for both the community and for advertisers. The first execution, launching today, demonstrates how a compelling and consistent newspaper media campaign aimed at reducing the incidence of alcohol-fuelled violence on Sydney’s streets resulted in a 40 per cent reduction in violent assaults.

In coming weeks, The Newspaper Works will unveil a series of ads featuring examples of newspaper media’s influence from across the country and how advertisers benefit from this influence with successful campaigns.

The Newspaper Works Chairman and CEO of APN news and media, Michael Miller, said: “Every effective and meaningful campaign needs influencers to drive trust, belief and action. Influence is an inherent characteristic of newspapers and we need to remind advertisers of the impact newspaper media brands still have today among consumers.

“This market positioning, which has the support of all four of Australia’s major publishers, re-states the natural commercial and consumer benefit of newspaper media and its importance for effective communication.”

The Newspaper Works CEO, Mark Hollands, said: “This has been a real collaboration between the major publishers. We began with the premise of creating a message that was true for all newspapers in metropolitan and regional areas. The enthusiasm we have had from publishers and editors across the spectrum of newspapers in Australia has resulted in this campaign.

“Newspapers have been influential since their inception. History shows that great mastheads have opinions and are unafraid to share them. Today, in the age of digital communication and media fragmentation, newspapers have maintained and grown their influence in our society.”

The campaign, created by The Hallway, will appear in print and digital editions of newspapers and marketing trade media.

Please login with linkedin to comment

Radio Ratings

Latest News

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine
Do Not Disconnect… Why The Telephone Is Still As Relevant For Advertisers As Ever
  • Opinion

Do Not Disconnect… Why The Telephone Is Still As Relevant For Advertisers As Ever

In this guest post, CEO of Delacon, Michael Center (pictured below), argues in favour of something we don’t hear too much a bout these days – the good old fashioned telephone… It’s 142 years since Alexander Graham Bell made his first call on 10 March 1876 to his assistant Thomas Watson, where he uttered the […]

Opinion

by B&T Magazine

B&T Magazine
An Apology To Salmat’s Karen Lewis
  • Media

An Apology To Salmat’s Karen Lewis

Whoops! B&T's stuffed up and this certainly comes with our sincerest apologies for any offence caused.

by B&T Magazine

B&T Magazine
Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]

Diversity Case Study Series: OMD
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: OMD

One need only look at the Cadbury Favourites chocolate selection to know it has nought to do with industry diversity.

by B&T Magazine

B&T Magazine
Eyeota Deep Dives Into Australian Automotive Purchase Behaviour
  • Media

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour

Eyeota, the global leader in audience data, has today released its latest results on automotive purchase intentions in Australia. The results provide a deep dive into what motivates the buyer and segments those into six different personas.

APN Outdoor Joins The AANA
  • Marketing
  • Media

APN Outdoor Joins The AANA

AANA's annual Christmas dinner and dance got a teensy bit more crowded following this announcement this morning.

QMS Introduces ‘The Lonsdale’ To Melbourne
  • Advertising
  • Media

QMS Introduces ‘The Lonsdale’ To Melbourne

Digital outdoor media company QMS Media has turned on a new premium landmark digital billboard situated in the heart of Melbourne’s CBD. Delivering a commanding presence at the major intersection of Lonsdale and Russell Streets, ‘The Lonsdale’ offers extended dwell times to both vehicle and pedestrian traffic, impacting more than 2.2 million contacts per month. […]

Portrait of a woman looking through out the blinds. Office worker looking through window blinds
  • Opinion

The Lurking Brand Threats Facing CMOs

Treading on gardening rakes and possible alien abduction notable omissions from this CMO threats piece.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Susannah George
  • Media

Women In Media Profile: Susannah George

B&T is delighted to profile Urbanlist supremo Susannah George who, we understand, is not related to George Brandis.

by B&T Magazine

B&T Magazine
Ikon Lands Avis Budget Group Account
  • Advertising
  • Marketing
  • Media

Ikon Lands Avis Budget Group Account

B&T chooses and recommends Avis and John Karandonis shoes. Hang on, that was the end of Sale Of The Century.

by B&T Magazine

B&T Magazine
Principals Appoints New Creative Director For Melbourne
  • Marketing

Principals Appoints New Creative Director For Melbourne

Branding design agency Principals has announced the appointment of Pip Ireland as its Melbourne creative director. Ireland, who has been freelancing with the agency for the past six months, has previously held roles at Designworks in New Zealand and Melbourne as well as Moon Communications in Sydney. Principals executive creative director Simon Wright said: “We’ve […]

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research
  • Media
  • Technology

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research

Global media and technology company Pureprofile has partnered with RDA Research to enable further audience segmentation across its audience profiles. RDA Research’s geoTribes is a unique classification system that rivals traditional geodemographic approaches by grouping consumers into fifteen ‘tribes’ based on their life stage and socio-economic status. Clients are then able to better understand consumer […]