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Media Intelligence : MT Resource Guide 2012
MediaTitles 49 fundamental structural changes occurring in the industry,” The Newspaper Works CEO Tony Hale says. Signifcantly, late last year The Newspaper Works (TNW) was consolidated to form a new peak body comprised of The Publishers’ Bureau, NPA/PANPA and The Newspaper Works, to promote newspapers across print and digital platorms to advertsers, consumers, governments, shareholders, and the newspaper industry. TNW highlights how Australians have downloaded 3m-plus newspaper brand apps and that newspapers in Australia stll provide mass reach. News Ltd has also launched a digital subscripton to the Herald Sun in Melbourne. “This is connectng very strongly with readers and driving real engagement and connecton with readers in its inital trial launch phase,” News Ltd CEO Kim Williams advises. According to News Ltd, The Herald Sun website was already being accessed by about 700,000 UBs per month via mobile devices. The Herald Sun Digital Pass was launched on March 12 with a two-month free trial available untl June 30 ofering readers new mult-media content via the website, a new mobile phone “m-site” and the iPad app. The “freemium” model, uses a mix of free and subscripton-only content. Afer the free trial period, readers will be able to purchase a Herald Sun Digital Pass from $2.95 per week. In additon, in April, the Herald Sun launched an upgraded version of its iPad app featuring new “SuperFooty” content and The TrueCrimeScene secton. Williams points out that numerous newspapers around the world, including the Wall Street Journal, The New York Times, The Financial Times, The Times of London as well as The Australian, have all launched very successful digital subscripton models. The frst anniversary of limitng full NYTimes.com access to those who pay was in March – around 454,000 subscribers had joined during that year. From April 1, direct access was limited to 10 artcles/videos/slideshows a month, half of the 20 artcles formerly allowed. Over in the UK, the number of people subscribing to the digital version of The Times newspaper rose by 7.5% between September and January, to just under 120,000. There was also a 35% hike in the number of people reading the paper on the iPad over the four-month period, with an average of 60,000 a day downloading the paper in January, according to fgures from publisher News Internatonal. ABC circulaton fgures show The Times sales dropped from 429,554 to 405,113 during the equivalent period. However comparing some major internatonal cites to equivalent Australian ones does show the reach and signifcance that newspapers hold for Australian readers. The Age and Herald Sun in Melbourne, for example, reach 72% of all people in a week whereas the top two ttles in New York reach 39% and the top two in London reach 44%. Australia does have structural advantages over the US and UK, the TNW explains, including populaton density, which leads to more defned markets with fewer ttles competng. Digital subscriptons to The Australian amounted to 40,000 to digital deals of various kinds, while print circulaton held steady; of the 40,000, 10,000 were existng print subscribers who took up a free 12-month digital pass, according to News Ltd fgures released in March. For APN, “newspaper brands contnue to ofer a high value
Media Trends+Strategy 2012
MT Resource Guide 2013