Put the pieces together
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.
CEO, The Newspaper Works