predominately read by males, while Health, Food and Wine and Social and Gossip have considerably more female readers. There are also strong age - under 40).
Equally diverse are those who newspaper is a carbon copy of another, and readers of a multitude of backgrounds, education, income and age enjoy a wide choice in design and tone, political expression and journalistic emphasis on what is important in our society.
into society than their own publications.
Events have become a key component of a publisher’s - ple, attract tens of thousands of enthusiasts and capture an audience that an advertiser can reach and then extend that relationship within a media environment.
The best-known such race is Fairfax Media’s Sun-Herald August. Its metro daily, The Sydney Morning Herald, has the franchise for the Sun Run on the city’s northern beaches.
a fun run, too. The Sunday Telegraph attracts 34,000 participants to its running festival franchises. In Perth, The West Australian supports Run for a Reason, which attracts 30,000.
Sport is a substantial franchise for publishers, driven by read the sports pages each sport to extend their brands as the top-selling Herald Sun has better example than Super opportunity that includes Foxtel
are a staple of news publisher engagement with their readers and also bring potential develop relationships with the grassroots.
Telethon appeals, such as Weekly Times and West Aus examples of community contribution. Events like Fairfax’s new - tion to the creative and artistic side of society.
The array of media products and services, including content marketing, custom publishing, and native advertising, can make for alluring set of choices, especially when lined up against alternatives from other media channels.
The key lies in publishers and their clients learning each which opportunities are brandappropriate and aligning the strategic business goals of a campaign. The ability and commitment by publishers to articulate the value of integrating their solutions – such as the critical to mutual success.
A smart buyer will recognise newspaper publishers for stepping beyond the bounds of print, and complementing their journalism with new solutions that may exist in isolation, or are integrated to provide the desired marketing mix.
respond by opening up marketing briefs and giving publishers the opportunity to maximise the power of the large, engaged and loyal audiences they create every day.