Advertising study causes instant stir

October 29, 2009

A NEW case study illustrating the power of advertising in newspapers has been released by industry group, The Newspaper Works.

Advertising study is instant stir

October 29, 2009

A NEW case study illustrating the power of advertising in newspapers has been released by industry group, The Newspaper Works.

Food manufacturer Nestlé measured a 21 per cent improvement in brand equity for its Nescafé Greenblend coffee by using newspapers alongside a TV campaign.

The case study is the first in a series that shows the power of newspaper advertising, and the importance of including print in the media mix, especially in the so-called fast-moving consumer goods (FMCG) category.

Research found newspapers helped enhance the emotional response to TV advertising by 52 per cent. “Newspapers outperformed TV in delivering taste, quality and emotive cues, considered likely factors in driving purchase,” said the study.

The mix of newspapers and TV outperformed TV-only on brand familiarity, brand uniqueness and brand quality.

The study, called Newspapers Help Build an Instant Brand, was undertaken with Nestlé as part of The Newspaper Works’ “Newspaper Effectiveness” programme, which involved a combination of qualitative and quantitative research among grocery buyers.

Nestlé’s Australia Consumer Insight & Planning Manager, Melanie Owens, said: “This research clearly demonstrated great results for newspapers. It’s proven that an effective newspaper advertising idea can definitely enhance TV advertising and build emotional brand values.”

The Newspaper Works CEO, Tony Hale, said newspapers played a vital role in building brand equity and the quality and taste cues were crucial. “If anybody believes newspapers can’t drive emotional connections, they need to read this report,” he said.

For full details of the study, go to http://www.thenewspaperworks.com.au

Dailies’ hot-pink fever leaves websites cold

October 26, 2009

DAILY newspapers in Australia are marking National Breast Cancer Day this morning but their own websites are underwhelmed.

Dailies’ pink fever leaves websites cold

October 26, 2009

LEADING daily newspapers in Australia have got a touch of pink fever this morning as the country marks National Breast Cancer Day.

The Sydney Morning Herald, which began the pink-craze a few years ago by printing on pink paper for a day, is again in the pink; with the mastheads of its front page, business and sports sections all waving the flag for breast cancer research.

The paper is giving 10c to research for ever copy of the Herald purchases today.

Its website appears less enthusiasic, offering only a small promotional panel down the home page  – not linked to anywhere for more information – as a form of encouragement.

The Adelaide Advertiser allows the day to dominate its front page, and like a lot of other News Ltd newspapers, it is carrying a related article by the wife of Lachlan Murdoch, Sarah, is who patron of the National Breast Cancer Foundation. 

Like the Sydney Morning Herald, the Advertiser’s website, adelaidenow.com.au, has not included itself in its own newspaper’s promotional push of a charitable cause.

NYT still swimming in red ink

October 23, 2009

A LOSS of more than $US35 million for the 12 weeks to Sept 30 has been posted by the New York Times Co overnight.

The result includes obligations around pension payments and other charges which, if excluded, meant the major American newspaper publisher and media owner made a profit of 16c a share.

For the first time, the company made more from circulation than ad revenue – an almost unthinkable outcome until recently.

It illustrates the depth of the US recession in terms of media spend, but also shows that while newspaper sales are down in the US, that performance is not as catastrophic as the advertising.

Ad revenue for Q3 fell 30 percent – in line with similar results announced earlier this week by rivals Gannett and McClathy.

The 3rd quarter result comes on the back of three consecutive quarterly losses.

In the comparative period in 2008, the company lost $US106 million.

This year began with a negative $US74 million result for the first 12 weeks.

The latest result illustrates a fiscal performance heavily underpinned by cost-cutting, battling against that continuing decline in ad revenue.

While the result beat market forecasts, there was no escaping the fact that revenues dropped 17 percent to $US560 million compared with the corresponding period last year.

Earlier this week, the flagship newspaper, the New York Times, announced a second round of redundancies in the newsroom, with managing editor Bill Keller saying he needed to let 100 journalists go.

More layoffs are expected in other editorial areas of the newspapers.

A company statement said savings of $US475 million could be expected in the next 12 months and that assets, such as the Boston Red Sox, would be evaluated for their long-term contribution to the company.

Reuters reported there was “some concern” the company had only $US24 million in cash and assets, and hundreds of millions of dollars to debt to pay – “though none of it due soon”.

NZ seeks reader measurement offers

October 22, 2009

NEW Zealand media this morning released a call for tenders to conduct readership measurement for newspapers.

Its Print Media Industry Research Review Group said it was seeking expressions of interest to participate in the tendering process for readership measurement (including consumer insights and media engagement) for a minimum five-year period.

The move is similar to the tender call in made by The Newspaper Works for measurement of Australian newspaper readership.

The New Zealand print media industry commands the biggest share of advertising expenditure at $NZ1 billion a year and 43.5% of total advertising expenditure, according to the report, New Zealand Advertising Industry Turnover for 2008.

The group said in a statement it was seeking to future proof the readership measurement system providing the flexibility to adapt as technology continues to evolve and provide relevant audience data in a more complex and dynamic media landscape.

“This has been a unique project with the three key industry players‐ advertising agencies, magazines and newspapers‐working closely together, to ensure we can satisfy all our needs by getting the best possible measurement information on print, consumer insights and media engagement” said chairman Derek Lindsay.

Prospective tenders may come from New Zealand and overseas.

Companies looking to take part in the tender process will be required to submit an Expression of
Interest, which responds to a brief for credentials, specific to magazine and newspaper audience measurement.

The tender process will be facilitated by consultant Pip Elliott.

The deadline is 5pm, November 13 to lodge their expressions of interest and respond to the credentials brief.

Major daily goes weekly, focuses on digital

October 22, 2009

FAMOUS English regional newspaper, The Birmingham Post, has announced it will close in three weeks – after more than 150 years of daily publishing.

The Post is going to convert to a weekly newspaper, published on Thursdays, and focus on digital news coverage of Britain’s second-largest city.

It was one of the largest and most significant titles in the world to make this dramatic transition. A similar move was executed earlier this year in the United States by the Christian Science Monitor.

In a long and at times extraordinarily rambling article published for its readers yesterday, the Post said it would provide news on email, as well as use mobile and PDA platforms.

“The stresses of the economic downturn may well have hastened our move to become a genuinely multi-media title but the result will be a paper that’s better placed than almost any other to meet the challenges of the digital age by fusing innovation with its traditional values,” wrote editor Marc Reeves.

Reading like a memo of staff movements and resignations, about which readers might really care very little, Reeves revealed that he would no longer be editor because “I would have to commit to be editor for a considerable period into the future”.

The Birmingham Post, along with other well-known British regionals such as the Coventry Telegraph, is part of the Trinity Mirror Group, which has been facing difficult economic times amid a deep and nasty UK recession.

Almost 60 British local and regional newspapers have been forced to close since the beginning of 2008 in the most significant rationalisation of media the country has ever endured.

Threat to Swedish free sheet

October 22, 2009

FREE daily newspaper publisher Metro International SA might lose its distribution in Stockholm with threats by the city transport authority to cancel its contract to hand out newspapers at train and bus stations.

“The idea is to carry out a procurement which is open for options to let in other players,” said the transport authority’s boss, Ingemar Ziegler.

Metro Sweden CEO Andreas Ohlson claimed the contract would run until the end of 2010 and if not cancelled would automatically renew for five years. The current agreement was signed in 1995.

Journal to be America’s next top model

October 16, 2009

THE Wall Street is poised to be America’s top-selling daily.

Decision to keep Globe ‘painful’

October 16, 2009

The New York Times explains its turnaround.