old people tag stuff you should know about newspapers
TRANSCRIPT
Old people tag
STUFF YOUSHOULD KNOW ABOUT
NEWSPAPERS
For starters …
NEWSPAPERS ARE ANEWSPAPERS ARE AMASSMASS MEDIUMMEDIUM
Australians buy
20 million newspapersevery week
Source: ABC
More people read a newspaper every
week than use the
internet every monthSource: Roy Morgan Single Source. People 14+, read any Newspaper incl. communities in last 7 days/ accessed the Internet at least monthly, July 09 – June 10
We’re talking mass?We’re talking mass?
So how do newspapers So how do newspapers stack up against the stack up against the world’s biggest viral world’s biggest viral
campaigns?campaigns?
70 million
22 million
12 million
9 million
7 million
4.3 million
4.1 million
750,000
Source: Roy Morgan Single Source. People 14+, total average issue readership of national and metropolitan daily (mon-fri) newspapers, Jul 2009 – Jun 2010.
Source: Roy Morgan Single Source. People 14+, total average issue readership of national and metropolitan daily (mon-fri) newspapers, Jul 2009 – Jun 2010.
That’s EVERY Tuesday. Week in week out.
Tuesday is just your average day for newspapers too.
And that’s just Australian ‘views’ (not a global audience)!
The MasterChef final was watched by
5.2m people
Sunday metro newspapers
dish up
7.2m readers every every
week!week!
Source: OzTAM ratings average reported by SMH/Mumbrella including regional viewers. On average, 7.2 million people read Sunday metropolitan newspapers every week (Roy Morgan Research, July 2009 – June 2010. All people 14+. Net readership).
YOUNG PEOPLE READ NEWSPAPERS
Readership Source: Roy Morgan Single Source 12 months ending December 2009, 5 cap cities, People 14-24TV Source: : OzTAM Weeks 1-52 2009, 5 cap cities, People 14-24
Australian newspapers Australian newspapers reach reach more 14-24 more 14-24 year year
olds olds every week than every week than
commercial TV doescommercial TV does
Readership Source: Roy Morgan Single Source People 14-29, read any newspaper incl. communities in last 7 days/visited Facebook in last 7 days, July 09-June10
More than twice as many
read a newspaper every week than download music every 4 weeks
16-24s
Source: Roy Morgan SingleSource. Read any newspaper incl. communities in last 7 days (78%)/ Downloaded music in the last 4 wks (35%). Jan-Dec 2009
Click to view video in YouTube: http://www.youtube.com/watch?v=vvD9WBqwDZM
NEWSPAPERS ARE MULTI-PLATFORM
BRANDS
Printed newspapersPrinted newspapers provide a
m i n d e x p a n d i n g m i n d e x p a n d i n g
readNewspaper websitesscratch the news itch
Printed newspapersPrinted newspapers provide a
m i n d e x p a n d i n g m i n d e x p a n d i n g
readNewspaper websitesscratch the news itch
Red Dust Storm Red Dust Storm hit Sydneyhit Sydney
Scratched the news itch reader photos and reports as
the event unfolded
A mind expanding read made sense of why and how it
had happened
Complementary reader experience
Rudd/GillardRudd/Gillard leadership spill leadership spill
Scratched the news itch Actions and reactions
(including Julia’s parents)
A mind expanding read ‘Anatomy of a rebellion’
How it happened
Complementary reader experience
Source: TBA – awaiting final News Ltd numbers
Newspaper Newspaper appsapps
WHAT MAKES WHAT MAKES NEWSPAPERS NEWSPAPERS UNIQUEUNIQUE
Australians consider newspapers the most
ABSORBINGDYNAMICREPUTABLE
of any main media
A unique vehicle for advertisers to leverage the news
And numerous ways to connect powerfully with consumers
Strategic roles for newspapers
“Gives me a good feeling about Abbott’s Village Bakery”
Average newspaper ad
Abbott’s Village Bakery newspaper ad
Strategic roles for newspapers
Average newspaper ad
Woolworths Home Brand newspaper ad
“Encourages me to think differently about Woolworths Home Brand”
Strategic roles for newspapers
Average newspaper ad
Red Meat newspaper ad
“Gives me more information about red meat”
Strategic roles for newspapers
Average newspaper ad
Target Fathers Day Sale newspaper ad
“Gives me a reason to buy, use or find out more about Target’s Fathers Day sale”
Strategic roles for newspapers
Average newspaper ad
NSW Health newspaper ad
“Raises an important issue (STIs)”
Strategic roles for newspapers
“Reminds me of the TV advertising for McDonalds Grand Angus Burger”
Average newspaper ad
McDonalds Grand Angus Burger newspaper ad
YOUR ONE STOP SHOPFOR EVERYTHING ABOUT
NEWSPAPERS
www.thenewspaperworks.com.au
Over 900 adsSearch by categoryHigh res downloadsUpdated weekly
Over 120 Aus & OS case studies
Circ, readership, ad revenue in one place
Inspiring use of newspapers
Find a newspaper quickly!
- Monthly newsletter- E-alerts-Breaking campaigns-RSS feeds
A MASS MEDIUMREAD BY ALL AGESMULTI-PLATFORMSTRATEGICALLY VERSATILE
WWW.THENEWSPAPERWORKS.COM.AU