Put the pieces to­gether

The Works - - CONTENTS -

In our frag­mented world, no me­dia chan­nel is an is­land. The days when cam­paigns con­sisted of only news­pa­pers, or tele­vi­sion com­mer­cials, are long gone. Tra­di­tional me­dia is now sup­ple­mented with a host of al­ter­na­tives rang­ing from so­cial to con­tent mar­ket­ing and so-called be­low-the-line ac­tiv­i­ties such as events.

Tra­di­tional chan­nels, es­pe­cially news­pa­pers and TV, still de­liver in­cred­i­ble reach, and global and lo­cal re­search con­sis­tently shows how the com­bi­na­tion works well to­gether for an ad­ver­tiser.

Print ads have greater im­pact when a TV cam­paign is run­ning, and the re­verse is equally true.

For this is­sue of The Works – The News­pa­per Works’ quar­terly au­di­ence re­port – our in­sights man­ager Brian Rock, for­merly of Net­work Ten, shares ideas on how to cre­ate a role for print in a TV cam­paign.

Ac­cord­ing to emma data, some 79 per­cent of reg­u­lar TV view­ers also read one or more news­pa­pers each week; and some 32 per cent will read seven or more ti­tles in the same pe­riod. This means news­pa­pers are a ter­rific way to re­in­force the TV mes­sage, or vice-versa.

Pub­lisher bosses, such as APN News & Me­dia’s Michael Miller, have been forth­right about the chal­lenge for teams sell­ing news­pa­per me­dia to be able to po­si­tion their au­di­ence and plat­forms, in­clud­ing print, in a mul­ti­chan­nel cam­paign.

This is be­com­ing in­creas­ingly im­por­tant, es­pe­cially for metro ti­tles who, in part, rely on rev­enues from me­dia agen­cies. The ad­van­tages of news­pa­pers, printed and dig­i­tal, aren’t al­ways well un­der­stood by me­dia strate­gists, much less plan­ners and buy­ers.

The choice for a young agency buyer is be­wil­der­ing com­pared with five or so years ago. To­day, they have to weigh up in­vest­ments not just in tra­di­tional me­dia but also so­cial me­dia, search, blogs, pre-roll video, mi­crosites, pay-per-click and more.

As con­sumer psy­chol­o­gist Adam Fer­rier told the MFA’s 5+ gath­er­ing in Syd­ney re­cently, if you want to change be­hav­iour, fo­cus on mo­ti­va­tion and ease – make them ex­cited about the choice, and then make it sim­ple for them to act.

So, it is crit­i­cal for any news­pa­per me­dia sales­per­son to present choice for their prospec­tive buyer that has a clear ar­tic­u­la­tion of its in­nate value and com­ple­ments other me­dia in­vest­ments.

This is eas­ier to write than ac­tu­ally make the case to a time-stretched client. Do­ing so is an art form and re­quires not just in­dus­try knowl­edge but an un­der­stand­ing of the client’s needs and how par­tic­u­lar me­dia choices cal­i­brate to achieve those goals.

Sell­ing in me­dia has never been so com­plex yet be­ing able to po­si­tion one or more me­dia choices in the ma­trix of a greater mar­ket­ing ex­e­cu­tion makes you part of the so­lu­tion – and can build a long-last­ing trusted re­la­tion­ship with a client.

Mark Hol­lands

CEO, The News­pa­per Works

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