Michael Miller, the big cheese for APN News and Media (and soon to be News’ executive chairman), claims one of the biggest challenges facing news and media companies comes from inside the businesses themselves.
As print circulations decline, news groups are having to come up with innovative ways to retain and win more readers and in an interview with B&T, APN CEO Miller said: “I think the threats for newspapers and news media companies are probably more internal than external. It’s pace of change. It’s the understanding that consumers are more youthful, and I’m talking about the under-35 consumer who has different news, current affairs and information needs to what has been historically the case.
He claims current affairs are being redefined due to social media and how news media companies include that as part of their offering, adapting to consumer needs more broadly.
His views echo those of APN Australian Regional Media editorial director Bryce Johns who yesterday told B&T how for the first time in the company’s history it is searching for a new editor for the Warwick Daily News with a strong digital background instead of print.
Miller also claims there is a battle within agencies where they sometimes “adopt the latest trend” rather than meeting the advertisers’ needs when it comes to buying print ads.
“The challenge is also convincing advertisers of the relevance and the effectiveness of the medium still,” he added. “I’m encouraged by the Sir Martin Sorrells and other industry leaders that have spoken up consistently that maybe some advertisers and agencies don’t fully appreciate the printed medium as part of a media mix.
“There’s not one way of serving any campaign. Like any campaign, there’s awareness, there’s education, there’s emotion attached to it. I think the best people in the business do get it, because they immerse themselves professionally in all media, they don’t just use media that they like.
“There is a bit of a battle going on whereby those in marketing and media do like to adopt the latest trend, but that doesn’t mean it’s necessarily the best in terms of advertisers’ needs.”
He added the industry has been and will continue to be challenged to convince agencies, and some but advertisers, that printed medium has a unique role in any marketing.”
Talking about where newspapers shine compared to digital, he added: “A lot of the digital experience is about searching and resolving, whereby for print it’s about exploring and discovering. People read newspapers to be surprised and delighted. The different experience, though, because of advertisers, is that digitally it’s about raw eyeballs and awareness, where in terms of that explore and discover for advertisers in print it’s about engagement and action.”
Locked down Victorians who don’t currently have an Optus Sport subscription will have complimentary access to Optus Sport from this weekend to enjoy the UEFA Champions League tournament plus access to premium health and fitness content through the Optus Sport app. UEFA Champions League – the world’s premier continental football tournament – kicks off at […]
Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]
Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]
ViacomCBS Networks International (VCNI), a division of ViacomCBS, is launching a premium streaming service internationally, appealing to audiences of all ages. The new SVOD service will start its international roll-out early in 2021, offering exclusive premieres of all new SHOWTIME series, including Halo and American Rust. CBS All Access originals will also premiere exclusively on the new service, such […]
As part of a larger project to refine their brand with partner branding agency Re, Optus have engaged experimental creative studio FutureDeluxe to explore how the iconic ‘Yes’ brand mark behaves in a sophisticated 3D environment. FutureDeluxe have produced a series of 8x idents and a number of static key visuals which will be used […]