Our community paper – adaptable and thriving
The Australian media landscape is continually evolving and trends are starting to provide a clearer picture of where newsprint sits in the equation.
The progression and growth of The Weekly Advertiser from a basic annex to radio into a standalone product reflects ACE Radio’s understanding of this evolution.
Early fears that society’s rapid absorption and acceptance of digital media would spell the death knell of the printed word have proved, in many circumstances, unfounded.
While major paid metropolitan and traditionally strong regional newspapers have been unable to adequately adapt to the presence of online media, weekly free publications have blossomed.
This is where The Weekly Advertiser has come into its own and in the past decade has forged ahead, expanding in size and content every year.
In 20 years, The Weekly Advertiser has gone from a 12-page brochure that from a business perspective struggled to break even to, on average, a 56 to 60-page publication that financially holds its own.
People still want a newspaper, still want somewhere appropriate to display or look for products and services and, importantly, still yearn for a good read about what’s happening in their neck of the woods.
And the success of The Weekly Advertiser is far from a rage against a modern media environment – it’s based on adaptation and acute awareness of the needs of people in the region. The reality is that consumers want a piece of everything.
They want their newspaper, radio, and all the information and entertainment the digital world now offers.
The Weekly Advertiser general manager Brendan O’loughlin said operational autonomy had also been critical in steering the newspaper in the right direction.
“The research is done here, the planning is done here, the decisions are made here and the work is done here,” he said.
“We rely on the intellectual capital and resources of our own region and that approach has paid off. Having the ability to integrate media platforms while respecting the reach and potential for all mediums represents where the industry is heading.”
The Weekly Advertiser concentrates heavily on a ‘what’s happening next’ approach to broad regional news and issues and community activity and sentiment.
It prides itself on presenting a ‘familiar’ feel through its editorial columns with Wimmera-based staff members reporting on issues with unrivalled community insight, alongside support from highly valued contributors.
The Weekly Advertiser advertising manager Mark Sulic emphasised the importance of a broad ‘local’ approach in building the newspaper’s evolution.
“We’ve stuck to our guns and backed a home-grown product, something we have all invested in heavily,” he said.
“Everyone is on board and engaged – from front-of-house staff to an incredibly strong editorial and design team and account managers fully committed to developing rigid business partnerships through proven formulas.
“To put it simply, the paper is kicking goals because the people involved are good at what they do.”
Of course, the critical backbone of The Weekly Advertiser’s success, apart from an unwavering charter to be the best publication in the region, is its growing number of readers and advertisers.
– Dean Lawson