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The Works - - AUDIENCE -

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.

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