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

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban
  • Advertising
  • Campaigns

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban

Australia’s leading health and wellbeing brand IsoWhey has launched its latest national campaign, ‘#YouGotThis’. Created by Urban, the campaign highlights the real-life struggles Australians face on their weight management journey. A journey made easier through perseverance, and a little help from IsoWhey. The #YouGotThis campaign is IsoWhey’s biggest marketing investment to date, with executions running […]

Taking A stand? Just Do It…Maybe
  • Marketing
  • Opinion

Taking A stand? Just Do It…Maybe

In this guest post, creative and strategy director at WE Buchan, David Coupland (pictured below), takes a look at the fallout from Nike’s Colin Kaepernick campaign and says what it also does is show the importance brands now play in our lives… Nike’s decision to feature Colin Kaepernick as the face of their 30th anniversary “Just Do It” campaign […]

Opinion

by B&T Magazine

B&T Magazine
How To Optimise Branded Keywords
  • Marketing
  • Opinion

How To Optimise Branded Keywords

In this guest post, CEO of Delacon, Michael Center (pictured below) talks the value of branded keywords for marketers and offer his tips on getting the best from yours… Branded keywords are an essential part of the digital marketing strategy for many large businesses. Trading on the recognition and equity of a brand’s name, some of the country’s […]

Opinion

by B&T Magazine

B&T Magazine
OLYMPUS DIGITAL CAMERA
  • Marketing
  • Opinion

Expertise First, Influence Second: When Influence Is A By-Product Of Expertise

In this guest post, Taryn Williams, CEO and founder of influencer and creative talent marketplace theright.fit, explains why influence should be a by-product of success, not the foundation for it… Like any form of advertising and promotion, influencer marketing is not without its controversies. Earlier this year Australia’s Federal Minister for Health, Greg Hunt, ordered […]

Opinion

by B&T Magazine

B&T Magazine
Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience
  • Campaigns
  • Marketing
  • Technology

Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience

Ford Australia has unveiled a new innovation that showcases the iconic Ford Mustang through a collaboration Facebook and Instagram. The interactive campaign invites Facebook and Instagram communities to take part in a live poll to identify Australia’s ultimate Mustang design. Targeting performance car fans, along with design lovers and image-conscious consumers, Ford and its partner […]