The lines between the journalists and the sales team are beginning to crumble as publishers look for new revenue streams. Last night saw the Australian Regional Media (ARM) – a division of APN News & Media – launch a new advertising offering which will give advertisers the chance to personalise newspapers and their content, called Brand Extra.
ARM’s chief executive officer Neil Monaghan said: “Brand Extra combines the power of data, personalisation and content marketing into a custom print solution that uses the strength of our local masthead to connect with local audiences.
“It harnesses content marketing and layers it with local content, local faces and local conversations to create a personalised product that lifts conversion rates through a one to one, local to local approach. We are excited to be launching this Australian-first personalised newspaper to market.”
At an event last night, Bryce Johns, editorial director for ARM explained how the breaking down of editorial and commercial silos helps brands do good in the community.
“The barriers between editorial and commercial are breaking down,” he told an audience of media buyers and brands. “We’re actually trying to work with partners to understand what they want to do.”
One example Johns pointed to was the recent surge to do something about the ice epidemic. The Queensland Government was concerned about usage of the illicit drug and launched a heap of programs to educate and combat the substance. The Government used the papers to highlight the issue.
Johns explained how ARM backed the Government in its mission: “We think people need to be aware of it. So in our editorial coverage, every time we write an ice story across our publications, we had the logo and helpline underneath.”
It’s the right thing to do, added Johns, regardless of whether there’s money behind it or not.
Image L-R: Clayton Cooke, director, national sales, products and technology – APN Australian Regional Media, Victoria Loomes, senior analyst, Bryce Johns, editorial director, APN Australian Regional Media