The State of Australian Newspapers

June 2010

• Established in 2006 by:

– News Limited

– Fairfax Media (including Rural Press)

– APN News and Media

– West Australian Newspapers

• Represents paid national, metropolitan, regional and community titles.

Tony HaleCEO

Ex Ad Agency

Lucia ElliottMarketing Director

Ex Client/Ad Agency

Simon BatyResearch Manager

Ex Research Agency

Michelle NarayanWeb Editor

Ex Digital Agency

Jaclyn LarkinOffice Manager

Ex Ad Agency

Anne NolanCommercial Services

DirectorEx Client/ Newspaper

Publisher

To promote newspapers as a powerful medium for advertisers

Debunking commonly held

myths with hard facts

What Australians think of/how they use newspapers

How Australians respond to newspaper

advertising

Global & local examples of newspapers’

versatility

Australian publishers have established strong online assets

2010 Nielsen Internet & Technology Report – March 2010

JUN - 06

SEP-06

DEC-06

MAR-07

JUN -07

SEP -07

DEC -07

MAR - 08

JUN - 08

SEP - 08

DEC- 08

MAR- 09

JUN- 09

4,000[M]

0

Newspaper source: Roy Morgan Research Single Source, Website data from Nielsen//Net Ratings Market Intelligence ADUBs. Data aggregated and annualised by The Newspaper Works

METRO/NATIONAL NEWSPAPER WEBSITE TOTAL ANNUAL TRAFFIC(MILLIONS )

METRO/NATIONAL NEWSPAPER TOTAL ANNUAL READING (MILLIONS) All 14+

SEP- 09

DEC-09

MAR- 10

Series break – New readership question phased

in

THE EVOLUTION OF NEWS AND THE INTERNET Sources: OECD calculations based on data of PricewaterhouseCoopers LLP, published in PwC (2009a).

Estimated newspaper publishing market decline in OECD countries, 2007-2009

Newspapers are dynamicthey set the agenda on a daily basis

From fuzz to buzz

Best job in the worldwent around the

world

Real time record of events

Please indicate the media which best help you form your views on each topic/issue. Please select as many or as few as you feel apply for each topic.

Celsius Research Feb 2009, Australian s 14-69 (n= 1,029 )

Celsius Research Feb 2009, Australian s 14-69 (n= 1,029 )

Please indicate the media which best help you form your views on each topic/issue. Please select as many or as few as you feel apply for each topic.

H O W N E W S P A P E R S R A N K

“Ads here are usually believable”

Celsius Research Feb 2009, Australian s 14-69 (n= 1,029 )

NEWSPAPERS & THEIR WEBSITES

NEWSPAPERS

NEWSPAPER WEBSITES

FTA TV

27%

23%

21%

13%

NEWSPAPERS & THEIR WEBSITES

NEWSPAPERS

NEWSPAPER WEBSITES

FTA TV

INTERNET EXCL EMAIL & NEWSPAPERS

11%

15%

7%

MAGAZINES

RADIO

Reinforced by international

research

HOW AUSTRALIANS RESPOND TO GOVERNMENT

ADVERTISING IN NEWSPAPERS

• In-depth study of government advertising in newspapers

• Commissioned by The Newspaper Works/ conducted by Ipsos MediaCT

• 36 ads tested (Federal and State governments)

• 1,525 Australians aged 16+

• 4,500+ advertising observations, 100+ per ad

• Methodology based on The Newspaper Effectiveness Metric

Creative Development Consideratio

ns

Impact of creative as a fundamental

component driving newspaper

effectiveness

How Australians view government

communications in newspapers

Key themes for creative

development from database of 160+

ads

General Perceptions

Specific learnings by department

Q: We’d like to ask you about government initiatives. For each of the initiatives please tell us which media are appropriate for the government to advertise that initiative. You can select more than one media for each initiative.

Average score for each medium across all initiatives featured in the research.

Newspapers are considered highly appropriate for government messages

Government advertising in newspapers is memorable

Government advertising in newspapers is persuasive

Case study: National Drug Campaign

16-24 year olds

All 16+

Govt Average

15

30

45

Government average

All 16+

16-24 y.o

Ad recognition% Which of these newspaper ads have you seen?

48

56

64

Government average

All 16+

16-24 y.o

Extremely good recognition and advertiser linkage

Advertiser linkage % You mentioned you had seen this newspaper ad. Who is the message coming from?

40

83

80

Government average

All 16+

16-24 y.o

Memorability Practically everyone/most people would notice & remember this ad

An extraordinarily engaging, memorable and persuasive ad –

amongst all people, but especially those aged 16-24.

29

54

66

PersuasionI’m a lot/little more concerned about it

Government average

All 16+

16-24 y.o

Government average

All 16+

16-24 y.o

Doesn’t grab my attention

Looks dull & boring

Similar to all other govt ads

Is cluttered

Has too much information

Highlights an important part of

the issue

Easy to understand

Headline made me want to

stop and read more

Looks good

Catches my eye

Has a great photo/image

Astonishing visual appeal/impact

Government average

All 16+

16-24 y.o

Likely to get people talking

Provides the necessary

information

Provides important

information

Believable

Convincing

Offensive

Confronting

Attention grabbing

Imaginative

For people like me

Attention grabbing, relevant & believable

Almost 90% could replay the intended message,

encouragingly marginally higher amongst the younger

audience.

38

57

63

Government average

All 16+

16-24 y.o

Raising awareness A strong performer communicating the negative outcomes of taking ice – for those 16-24 and all people

31

79

80

Government average

All 16+

16-24 y.o

An extraordinarily engaging, memorable and persuasive ad –

amongst all people, but especially amongst those aged 16-24.

Changing attitudes Clearly changes people’s perceptions of the risks associated with ice

5 guiding principles for developing

government creative

Some guiding principles for creative

1. Strong straightforward visuals create impact and memorability.

2. Strong headlines are more convincing and get people talking.

3. A high quality ‘look’ can lend credibility to your message.

4. The easier to understand, the more persuasive your message.

5. Cluttered ads are more likely to be overlooked.

INSPIRATION

Some parting thoughts

•Newspapers in Australia have transformed in the digital

age

•They are performing well & remain a mass medium

•A clear and important position in the media landscape,

means newspapers influence Australians’ opinions

•Newspapers provide a versatile campaign platform that

is effective for government advertising

•The Newspaper Works is a confidential & independent

planning resource available to you