Crowd sourc­ing

“Ad­ver­tis­ers and me­dia agen­cies are now ex­pe­ri­enc­ing a rein­vig­o­rated com­mer­cial part­ner­ship in which the in­te­gra­tion of these as­sets are es­sen­tial in­gre­di­ents in a re­la­tion­ship based on an agreed un­der­stand­ing of needs and po­ten­tial so­lu­tions”

The Works - - AUDIENCE -

The cham­pagne hasn’t gone on ice and prob­a­bly won’t – yet there are two anniversaries news­pa­pers.

It was 150 years ago that Wil­liam Bul­lock built a print­ing press with a con­tin­u­ous roll of paper.

Its creation in 1865 has trans­formed into what we recog­nise to­day as the mod­ern-day print­ing press – thun­der­ous and awe-in­spir­ing ma­chines, usu­ally en­gi­neered in Switzer­land or Ger­many, which pro­duce mil­lions of news­pa­pers ev­ery day.

The Bul­lock press could print dou­ble-sided on eight kilo­me­tres of paper be­fore the roll ran out. It is a foun­da­tion of mod­ern news me­dia, ar­guably more so than the Gut­ten­berg and ear­lier that were bet­ter suited to books.

Fifty years be­fore Bul­lock’s An­dreas Bauer pressed the but­ton on a steam-power dou­ble­cylin­der press for The Times in

Our world, from that mo­ment never be the same again. The Times be­came known as “The Thun­derer” for its forth­right ed­i­to­rial opin­ion and gave voice to ar­gu­ment and anal­y­sis of those who ruled society.

So, why no party hats and stream­ers?

The in­dus­try has moved on. Its fo­cus has widened from pro­duc­tion and copy sales to the creation of news brands that en­gage in our print and dig­i­tal news pub­li­ca­tions, en­ter­tain­ment and com­mu­nity events.

To­day, there is a myr­iad of ways a brand can tell its story through news­pa­per me­dia. Ad­ver­tis­ers and me­dia agen­cies are now ex­pe­ri­enc­ing a rein­vig- orated com­mer­cial part­ner­ship in which the in­te­gra­tion of these as­sets are es­sen­tial in­gre­di­ents in a re­la­tion­ship based on an agreed un­der­stand­ing of needs and po­ten­tial so­lu­tions.

This is un­der­pinned by printed news­pa­pers, which con­tinue to be a most pow­er­ful me­dia and at­tract­ing 14.5 mil­lion Aus­tralians each month, ac­cord­ing to emma read­er­ship data.

- ians will en­gage with our me­dia ev­ery month and, de­spite the dig­i­tal mythol­ogy, news­pa­pers con­tinue to be the most com­mon plat­form.

Some 56 per cent of news­pa­per read­ers also con­sume pub­lisher con­tent on the web. Dig­i­tal-only read­ers num­ber 1.5 mil­lion. One third of those ac

The al­lied story of de­mog­ra­phy is one of di­ver­sity. Across the in­dus­try the gen­der split is news­pa­per show strong gen­der skews. Tech­nol­ogy, Motoring and Ed­u­ca­tion sec­tions are

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