by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Media Intelligence : 2008 Intelligence
newspapers A new page for newspapers Changing perceptions and reinvigorating the medium is crucial, says TonyHale, CEO, The Newspaper Works. Tell us about the Newspaper Works advertising campaign which highlights the effectiveness of newspapers. It was received really well. Firstly, it isn’t a campaign that sits in isolation. It is the fi rst step in a long series and a concerted series of initiatives by The Newspaper Works to address the repositioning of newspapers in the market, what newspapers are good for, and to increase our share of advertising revenue. What we deliberately set out to achieve, was not to attempt to solve everything with one series of ads, but to get people to start to reappraise the way newspapers can be used in a creative sense. Newspapers tend to be very functional – used for price, used for calls to action, used for information, and there is no reason at all that newspapers can’t be created to generate reappraisal through emotive connections. We wanted to demonstrate that with our own campaign and the fact that we have generated a lot of discussion is testament to the fact that it is starting towork. What sort of impact have the changes in cross media ownership laws and the ongoing consolidation within the industry had on newspapers? I think there are a couple of interesting things. I had a bit of a wry smile when the media ownership laws changed and the first plays were for traditional newspapers. They are the ones that people wanted to buy because they realised what good businesses they are. They realised that people are still reading newspapers, that they have high revenue and that they are a fantastic proposition with a great future. The publishers are all multimedia owners these days and I think it is important that we acknowledge that. Newspapers don’t sit as a single medium. They are in the printed form, the electronic form – both website and mobile – so the expanding role of the newspapers is going to be delivering it in all of those forms. What is the biggest threat to newspapers? Not clearly defi ning the role that newspapers have in the modern digital landscape. I think it is fair to say that newspapers as a medium have not presented themselves in a particularly contemporary fashion over the last few years at a time when it is critical to do so. The work that we are doing is to clearly position the role that newspapers play, how newspaper advertising works, and why it is a contemporary and relevant medium in today’s society. There are a number of things that newspapers do diff erently, collectively, to other media, and this is what we need to explain. The first thing is that it really does connect to specific target groups. When you read a newspaper, you have undivided attention and the reader is completely absorbed in the content. The second thing, is that they are a very dynamic medium and this is what some people haven’t quite understood. I think the general perception of newspapers is often the old black and white printed form. The standard of newspapers themselves has greatly increased over the last ten years in the printed form in terms of reproduction, colour, inserts and magazines, but also what happens is that newspapers are the medium that sets the agenda on a daily basis. They have breaking and updating news through the websites, and something that is lost is that it is a very interactive medium that has gone well beyond letters to the editor. The last thing is the reputation. Newspapers have the most respected content of any medium and more Australians welcome advertising in newspapers than any other medium. It is the most trusted source for advertising, and has the most believable advertising.