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Media Intelligence : MT Resource Guide 2012
audience and print retains a major place in the marketing mix,” APN News & Media CEO Brett Chenoweth says. “Increasingly our emphasis is to offer a multi-media approach integrating print with our other platforms. APN delivered a multi- media approach with outstanding results for Brancott Estate during the Rugby World Cup,” he reports. “ The campaign was promoted in the newspapers, website as well as our outdoor and radio platforms. The objective was to move brand awareness from 40% to 60% in four months. The campaign over achieved, delivering brand awareness of 66%.” Brand awareness is also lifted around newspapers inserted magazines (NIMs) which are high quality, frequent and throughout metro and regionals. News Ltd reader research shows that the inserted magazines are a much sought-after part of the host product. Newspaper inserted magazines have had a tough year along with the rest of the magazine businesses, Williams admits. “ They have however greatly outperformed newsstand titles and in the case of The Weekend Australian magazine had strong revenue growth – as they have the ability to build reach quickly”, points out Williams. “Good Weekend is a hugely respected brand among its audience,” Harrison highlights. And APN’s Chenoweth reveals, “We have used NIMs to create new audience niches and grow readership.” With a more captive audience The West Australian has two of its newspaper inserted magazines in the top 10 revenue generators of magazines in Australia: “That’s our Seven Days magazine, and our New Homes magazine,” advises WA – Seven West Media CEO Chris Wharton. “ One’s in the Top 5 and one’s in the Top 10.” As well as inserted magazines, the standard of printed newspapers has greatly increased in terms of reproduction, colour and general inserts. TNW estimates over $730m is invested by Australian publishers in new and superior products and there’s still plenty of innovation with creative options such as transparent cover wraps, tailored front pages to specific audiences and 3D newspapers as well as the augmented reality options linking print to digital. The latest example of such investment and innovation in mobile technology is Fairfax’s AirLink technology, which launched on May 18. An integrated feature of the free SMH app for iPhones, it provides extra content to readers – such as video or extra articles, enriching the print experience and providing advertisers with solutions across platforms. “Being able to offer television commercials and other forms of digital content via our newspapers opens up exciting new possibilities for our advertisers,” Harrison says. Some argue there’s still a reliance on print for cover price cash. As print circulation declines, so does overall revenue and current paywall models don’t appear to be able to compensate for it. In Western Australia for example, where The West Australian dominates the market, Chris Wharton says he’s addressing the negativity in the perception of newspapers being a declining brand by increasing circulation. “In most audit periods since February 2009, circulation has been up... About 56% of our papers are home- delivered. That’s up from 46% three years ago.” On average, its Saturday edition (including all magazines) is 400-650 pages. However what’s lost in all these discussions, Harrison points out, is that newspapers have always been a predominantly ad-funded model: “Only 15-20% of our revenue comes through circulation revenue and our view is it’s likely to remain the case. Where it gets interesting is around bundles – but we’re not rushing into decisions about paying for circ. “We have enormous audiences around our sites, and we monetise those audiences not just around advertising but through other ways including driving traffic to transactional sites such as RSVP, Stayz, Investsmart. Newspapers have always run off an advertising model so nothing has changed in that respect.” “Increasingly our emphasis is to offer a multi-media approach integrating print with our other platforms. ” – Brett Chenoweth CEO, APN News & Media 50 MediaTitles newspaper publishing p48-50 newsFea.indd 50 12/6/12 4:17:08 PM
Media Trends+Strategy 2012
MT Resource Guide 2013