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

me&u Appoints Clementine Churchill To Head Of Marketing
  • Marketing

me&u Appoints Clementine Churchill To Head Of Marketing

me&u, Australia’s first and leading mobile ordering and payment platform, has appointed Clementine Churchill as Head of Marketing as they continue to drive rapid growth and expansion in Australia and new international markets. A highly experienced marketing leader and recognised industry thought leader, Churchill joins me&u from My Muscle Chef, one of Australia’s top rated […]

MILO Asks Fans To Compete To Win #TheMILOCup In New Campaign Via Ogilvy
  • Marketing

MILO Asks Fans To Compete To Win #TheMILOCup In New Campaign Via Ogilvy

MILO is on the search for Australia’s best made MILO, calling on fans to share their creations for the chance to win #TheMILOCup, via Ogilvy Sydney. This integrated campaign follows on from the success of last year’s ‘Hot v Cold’ campaign, which encouraged Aussies to settle the debate on whether MILO is best enjoyed hot […]

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes
  • Advertising
  • Marketing

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes

New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]

Dir David Attenborough’s Life Stories Launches On LiSTNR
  • Media

Dir David Attenborough’s Life Stories Launches On LiSTNR

Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]

Menulog Makes Key Marketing Promotions
  • Media

Menulog Makes Key Marketing Promotions

Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst
  • Media

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst

ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]

Australian Radio Industry Joins Global Working Group On Android Automotive
  • Media

Australian Radio Industry Joins Global Working Group On Android Automotive

The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health
  • Media

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health

For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue.  From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]

Thrive PR Wins SodaStream Account
  • Marketing

Thrive PR Wins SodaStream Account

The farting in the Thrive PR office rises expodentially after the agency snares the SodaStream business.

Businessman using tablet payments online shopping with speed icons customer and data network connection on virtual screen.
  • Marketing

62% Of Shoppers Doing Most Of Their Purchases Online: BigCommerce And PayPal Report

Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]

New Talent Agency, Liquorice Plants Roots In NZ
  • Marketing
  • Media

New Talent Agency, Liquorice Plants Roots In NZ

The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]