Fairfax launches new compact editions, News launches rival campaign

Fairfax launches new compact editions, News launches rival campaign
SHARE
THIS



Fairfax has launched its new compact formats for The Sydney Morning Herald and The Age this morning with a giveaway for some commuters at transport hubs.

However, News Limited has also gone on the offensive taking outdoor executions for its Sydney Telegraph and Melbourne Herald Sun mastheads showing a mock-up of the front pages.

They have also enlisted extra vendors to help pass out more copies of the papers in the metropolitan areas.

Fairfax’s overhaul extends to the online versions, including the websites and tablet editions, have also been updated to deliver a more attractive experience for readers.

Visitors to the sites are treated to a 90-second video explaining the changes.

The editions handed out at transport hubs were in a “cover-wrap” sleeve from launch sponsors BMW, which has taken the advertising across the entire paper.

Today’s SMH front page has an evocative image of a sunrise proclaiming “A new dawn”, along with a column on page two from editor-in-chief Sean Aylmer explaining the rationale behind the conversion.

Fairfax is keen to stress the line “nothing else is going to change but the size”,

A News Limited spokesperson said its new campaign has been “created to promote our journalism and reinvigorate consumer perception of newspapers”.

“It sees the daily front page of News’ mastheads in Sydney, Melbourne and Brisbane displayed across almost 350 outdoor sites across the eastern seaboard.

“This is one of many executions we have planned over an eight week period. The campaign has been many months in the making and we’re excited to be rolling it out.”

Please login with linkedin to comment

Latest News

Does TikTok Really Make Sense For Microsoft?

Does TikTok Really Make Sense For Microsoft?

In this guest post, Alex Watts (pictured), DDB Sydney Head of Social, discusses his thoughts on the potential Microsoft/Tik Tok acquisition and whether the deal actually makes any sense for Microsoft… Trump is calling for a ban, China’s calling it a “smash and grab,” but the real question is – does buying TikTok really make sense for Microsoft? TikTok is […]

QMS Sport Rebrands As Media Tech

QMS Sport Rebrands As Media Tech

Following QMS’ acquisition of TLA Worldwide (Aust) last year, QMS Sport has today announced it will transition to the TLA brand and formally become a business unit of TLA. ‘Media Tech’ is officially the new name for what was formally known as QMS Sport, and will operate alongside TLA’s existing business units that span the […]

Design Studio Nightjar Launches Publisher Platform For Sneaker Freaker

Design Studio Nightjar Launches Publisher Platform For Sneaker Freaker

Sydney-based design and technology studio Nightjar have launched a new website for Sneaker Freaker. Founded in 2002, the street culture magazine is the first and only international footwear magazine. From its roots as a DIY-style fanzine to today’s global coverage, its print pages and online platforms document every colab, custom, limited edition, retro reissue, Quickstrike, Hyperstrike […]

Former Haystac Head Of Strategy Launches PR Toolkit For Small Businesses

Former Haystac Head Of Strategy Launches PR Toolkit For Small Businesses

Haystac’s former National Head of Strategy, Haylie Marchant (pictured) has launched The PR Toolkit – an online resource and DIY PR platform educating and empowering small and medium sized businesses to do their own PR. Offering a mix of free resources and easy-to-use how to guides, the one-stop-shop for DIY PR covers media relations, media […]

Malcolm Turnbull & Janine Allis Elevate BIPOC Voices In Australia With New Series

Malcolm Turnbull & Janine Allis Elevate BIPOC Voices In Australia With New Series

One Love Australia has launched a new social change initiative that will see a raft of high profile individuals, including former Australian Prime Minister Malcolm Turnbull and Boost Juice’s founder, Janine Allis, take part in a video interview series set to turn racism on its head. The initiative – titled #ShareThePlatform – will see these […]

Omnicom’s Resolution Digital Named As Google Honours Agency Of The Quarter

Omnicom’s Resolution Digital Named As Google Honours Agency Of The Quarter

Resolution Digital has been awarded the Australia’s Agency of the Quarter award in the prestigious Google Honours program. The Honours program for 2020 recognises the achievements of the very best performance marketing agencies and providers across Australia and New Zealand. The program consists of 3 quarters, 43 agencies and over 500 individuals; measured on account […]

Perth Agency Firefly Adds Six New Accounts & Launches New Media Arm

Perth Agency Firefly Adds Six New Accounts & Launches New Media Arm

Firefly has brought on six major new clients as it continues to expand, adding new media planning and buying arm to its business. Managing Director Andrew Mathwin (pictured) said the independent agency, known for clients such as Air New Zealand, Buy West Eat Best, West Coast Eagles and Mrs Mac’s Pies, had a strong year […]