MEDIA MARKET DATA - World Association of Newspapers

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gs@voez.at; Newsletter for Directors of WAN Member Associations - N ° 34 ; February 2,2006Print As an Advertising Medium / Ad Effectiveness /MetricsAustraliaAustralia's leading metropolitan, regional and community newspaper publishers – NewsLimited, Fairfax, Rural Press, APN News & Media and West Australian Newspapers – haveagreed to establish a new high-powered marketing body to promote newspapers as Australia'snumber one medium. The new body will be operational by the middle of this year. Anindustry-wide search for a high-calibre CEO begins this week with the recruitment targeted atsenior industry figures with strong backgrounds in marketing and agency environments. Thenew organisation will be located in Sydney. The chairmanship of the new body will alternatebetween the CEO's of the member companies. The inaugural chairman, News LimitedChairman and CEO, Mr John Hartigan, said the primary role of the new body will be to helpdemonstrate the reach, influence and value of newspapers as Australia's number one medium."Newspapers are a contemporary and creative medium and still the most preferred singlesource of news, information and entertainment for Australians. They continue to reach thebiggest audience more cost-effectively than any other media," Mr Hartigan said. Mr Hartigansaid the new body would develop a range of strategies aimed at promoting the effectivenessof newspapers, raising their profile as a medium and encouraging more creative use ofnewspapers among advertisers and agencies. "We reject the notion that newspapers are "oldmedia". Newspapers deliver much better reach for advertisers than any other media and arethe most influential media among consumers. Newspapers also offer untapped potential as acreative medium. "However, as the media market fragments and competition for ad revenueand "eyeballs" intensifies, it is more important than ever that the value of newspapers as acategory is researched and marketed professionally," said Mr Hartigan. Fairfax CEO MrDavid Kirk, said the new body will also give publishers one voice on issues of commoninterest and importance. "For example, it is important that the industry does a good job ofexplaining any impact of the impending changes to the way circulation is audited. At the sametime, we will be able to work more effectively with the advertising industry on issues ofmutual concern," Mr Kirk said. The new newspaper marketing body will be led by an eightperson board including the CEOs from each major publisher – John Hartigan (News), DavidKirk (Fairfax), Brian McCarthy (Rural Press), Brendan Hopkins (APN) and the incomingCEO of West Australian Newspapers (WAN). Independent regional, rural and communitynewspapers will also be invited to join the new organisation. The new organisation also plansto work collaboratively rather than in competition with other newspaper industry bodies suchas PANPA, the Australian Publishers Bureau and the Publishers National EnvironmentBureau which perform specific functions. Mr Hartigan said the new body hoped to becomeaffiliated with the Newspaper Marketing Agency (NMA) in the UK and the NewspaperAssociation of America (NAA).http://moora.yourguide.com.au/detail.asp?class=news&subclass=local&story_id=461348&category=general%20news&m=2&y=2006; 23 February 2006United KingdomAccording to independent research published by the Newspaper Society in the UnitedKingdom, advertising avoidance is not an issue in the regional press. The research offerscompelling new evidence that advertising in local newspapers is noticed, relevant, acted upon28
and, above all, "wanted," heralding a new direction in the marketing of the medium. Thestudy found: * People rarely skip over the ads in a local newspaper. Ad avoidancewas most common with TV (47%), followed by national newspapers (27%), theinternet (25%) and magazines (23%). Local newspaper and radio ads were onlyavoided by 17% of respondents. * Regional newspaper advertising was noticed more thanadvertising in all other media, and national brands have a huge resonance. * Four out of fivelocal press readers act on the advertising, including the highest income groups. There is asimilar level of action across all ages. Newsletter for Directors of WAN Member Associations- N ° 36, April 24, 2006United States of AmericaThe Newspaper Association of America has launched a 50-million-dollar advertisingcampaign designed to "surprise advertisers with the truth" about how consumers are deeplyengaged with newspaper advertising. The campaign will also remind advertisers of the reachof newspaper media in all its forms -- print, online, niche publications, wireless, kiosks andeven podcasts. The campaign's print and online advertising, aimed at media planners andbuyers, is being placed in newspapers across America as well as trade magazines and online.You can view the ads at http://www.naa.org/advertiser. Newsletter for Directors of WANMember Associations - N ° 35, March 15, 2006United States of AmericaA retail study, for the third consecutive survey, reveals that advertising insert readershiplevels are consistently at 85 percent or above. Additionally, the Vertis proprietary CustomerFocus® 2006 study finds Web savvy individuals still rely on advertising inserts, as 88 percentof Sunday newspaper readers surveyed via the Web said they read Sunday newspaper inserts,while 79 percent of those surveyed by phone read them. The study finds consumers useadvertising inserts of all forms to help decide where they shop or to learn about availablesegments. More specifically, 52 percent of those surveyed by phone and 71 percent of thosesurveyed via the Web use inserts to decide where they buy groceries. Additionally, 29 percentof those surveyed by phone and 41 percent surveyed by Web use inserts to decide where toshop for health and beauty care products, while 28 percent and 39 percent, respectively, usethem for office supply decisions. The Vertis Customer Focus® 2006: Retail study, whichsurveyed respondents for the first time via both the telephone and Web, shows the followingadditional findings, which provide insight into the purchasing trends and importance ofadvertising inserts across a variety of retail sectors.http://webfiles.vertisinc.com/webfiles.nsf/GraphicsLU/AD6E94C1A73EC5788525710200704642/$FILE/060126PR_VCF_Retail_Survey.pdf; January 26, 2006 CIRCULATIONWeekend / Sunday Editions / SupplementsSouth AfricaSouth Africa's BDFM publishing business, jointly owned by Johnnic Communications and theUK's Pearson Group, is to launch a Saturday broadsheet newspaper aimed at the top end ofthe market, it said. BDFM, which publishes South Africa's main financial daily Business Dayand weekly magazine Financial Mail, said it would launch "The Weekender" in March andhoped to fill a gap in the market for a highbrow Saturday paper. Business Day editor Peter29
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