The Newspaper Works Launches Ad Campaign To Promote Strength of Regional News Media
The Newspaper Works today launched an advertising campaign to promote the strength of regional news media, following a report that found the sector has almost twice the trust of television and radio.
More than half of the report’s respondents considered regional newspapers and their websites as a trusted source of information.
The national campaign, targeting local business owners, features a series of print ads tailored to individual towns and geographic areas with the headline “Newspapers are the #1 source of local information.”
The campaign will run in regional newspapers, supported by The Newspaper Works foundation members News Corp Australia, Fairfax Media, APN News & Media and Seven West Media.
Findings from the Think Local – Regional News Media Report, released last month, form the basis of the new campaign, which aims to reinforce the close and trusting relationship communities have with their local newspaper that also provides an effective advertising environment for businesses.
The report was commissioned by The Newspaper Works and conducted by Research Now among 1,440 respondents to better understand the roles news media plays in readers’ lives, and to compare this with how readers use other media.
“Regional news media reaches four million residents in regional Australia* and the sector has a unique and valuable role in communities. Readers have an intimate relationship with their local paper that creates a highly effective advertising environment. This campaign seeks to confirm the influential role of regional news media to both readers and advertisers,” The Newspaper Works CEO Mark Hollands said.
“Readers overwhelmingly turn to their local newspaper to stay informed about issues affecting their area, events in their region and to get practical, relevant information.”
The report also found that 54 per cent of people ranked regional newspapers as their most trusted source of information, followed by television at 29 per cent, radio at 27 per cent and online search at 18 per cent.
Regional newspapers were also the most engaging source of information, with readers 1.4 times more likely to find their regional newspaper more engaging than TV, 1.6 times that of radio and 2.9 that of letterbox dropped catalogues and flyers.
When it comes to providing information about their local communities and how to find businesses and services in their area, regional newspapers outperformed every other media at 77 per cent. This compares with just 30 per cent for radio, 24 per cent for catalogues/flyers and 22 per cent for television. In addition, regional newspapers ranked Number One for influencing shopping and buying behaviour at 37 per cent.
Regional news media readers are more likely to be high income earners, with one in three earning $80,000 or more per annum, making newspapers a source of high-value customers.
The Nielsen Global Trust in Advertising Report, released last September, found that newspapers were also the most trusted medium for ads.
* Source: emma (Enhanced Media Metrics Australia), 12 months to January 2016.
Think Local – News Media Research Report, was commissioned by The Newspaper Works and conducted by Research Now. The study was conducted online from 26 November to 14 December 2015, and collected data from 1,440 newspaper readers.
Latest News
Tealium Appoints Aaron Senden To Lead Growth Across New Zealand
Enterprise sales veteran joins the Tealium leadership team
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
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 […]
TV Market Ad Revenue Dives As It Records $3.4B In FY19-20, Down 13.7%
TV ad revenues plummet 13.7%. Still, it could be worse, they could be in the airline business or flogging cruises.
Times Are A Changin’: Now Is The Time For A Marketing Rethink
This headline does pay a nod to the 1964 Bob Dylan song. Which, admittedly, is far better than nodding to Shannon Noll.
Roger Federer Surprises Two Girls In Rooftop Tennis Match In Absolute Thriller From Barilla
If you didn't already love Roger, you'll adore him after this. Unless you find tennis a bore & have no idea who he is.
Publicis Executive Tom Goodwin Exits Following Controversial COVID Tweet
Tom Goodwin's exit is further confirmation why mixing a second bottle of vino & social media make for ill-bedfellows.
Impact Releases Tactical Guide For Optimising Revenue From Partnership Automation Programmes
Did you wake up today thinking "I need a tactical guide for optimising revenue"? Let your premonition come true here.
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
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 […]
China Moves To Block Microsoft’s Acquisition Of TikTok
Forget the 5G network, is TikTok spreading the coronavirus? Yes, that's a baseless conspiracy theory B&T just concocted.
Aussie Journalist Jonathan Swan Goes Viral Following Truly Chaotic Donald Trump Interview
Aussie journo's Trump interview becomes instant viral hit, displacing dancing cats & man hit in balls with baseball bat.
Study Finds Kids Are Eating Mac & Cheese For Breakfast, So Kraft Rebrands It As A Brekkie Food
There's no finer breakfast than leftover pizza, so despite B&T's pithy hand-wringing here, we've really got no right to.
PubMatic And LiveRamp Combine Forces For Cookieless Solution
Despite B&T's image choice here, by "cookies" we mean the internet browser thing, not the tasty girl guide's version.
Tuesday TV Wrap: Anh’s Brush With Fame Series Return Paints A Pretty Picture For ABC
Lisa Wilkinson was the star on Anh last night & thankfully didn't shitcan Karl or mention that dreadful husband of hers.
Snapchat Debuts First-Ever B2B Marketing Campaign
Be the very first to see Snapchat's first-ever B2B campaign right here. Unless you already saw it on AdNews, that is.
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 […]
Asics Australia Launches First Women’s Cricket Shoe
Female cricketers no longer forced to wear shoes constructed from sap & matted vine leaves following Asics launch.
Tourism Tropical North Queensland Appoints Marketing Manager
As this press photo reveals, being a Tropical North Queensland marketer doesn't require a hibiscus-print muumuu & lay.
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 […]
SCA Launches New Media Research & Insights Division
SCA launches new media research and insights division. Still wheeling out 'Run To Paradise', however.
Audi Pulls Ad, Apologises For Dangerous, “Phallic” Campaign
Proving the Germans are fallible comes this f@ck-up from Audi. Had Milli Vanilli and the zungenwurst not confirmed it.
Audiences Are Coming Back, Says Global Out Of Home Industry Leaders
"Audiences are back" declares global OOH leaders. Arguably that's not the case in Victoria, but definitely elsewhere.
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 […]
Media33 Announces Two Senior Promotions
Sadly, B&T had to axe our "beard of the week" competition amid claims of sexism. Yet how appropriate would it be here?
Independent Brewer Wingman Cancels All Sales For A Month In Support Of Dry July
B&T always happy to lend support to an independent brewer such is our dependancy on their brewing.
AAP Sale Formalised, Confirms Name To Be Retained
AAP sale has been formalised amid reports one of the i's didn't get dotted and a t didn't get crossed.
Aussie Success Story Afterpay Unveils New Brand Identity
Afterpay unveils new brand identity it insists it didn't pinch from the Freemason's secret handshake.
Women in Media’s Doris Li: “Listen To Your Heart And Go For It, Then Settle For Extraordinary”
If this headline is anything to go by here, it'll be an entirely "new you" by the time you get through the rest of it.
Study: New Business Wins Still Resilient, But Creative Finding It Tougher Going Than Media
Always thought that media was a far cushier lark than hacking around in creative? Confirm your fears with this news.
