The Newspaper Works launches ‘Integrate with Influence’ where Australia’s leading media groups meet to discuss the future of newspaper media

March 9 2012, 10:06 am | BY Lynchy | 1 Comment

newspaper 2.jpgMore than 20 of Australia’s leading media agency CEOs and heads of strategy joined the CEOs of Australia’s four major newspaper publishers in Sydney earlier this week to discuss the future of newspaper media at the official launch of the industry’s major new programme, Integrate with Influence.

Brett Chenoweth, CEO APN News & Media, Greg Hywood, CEO of Fairfax Media, Kim Williams, CEO of News Limited,  and Chris Wharton CEO WA – Seven West Media, (pictured left to right) hosted an exclusive lunch on Tuesday at the Sydney Opera House, joined by guest speaker Campbell Reid, Group Editorial Director of News Limited.

A further 15 media agency CEOs and heads of strategy attended a similar event in

Melbourne yesterday, where National Editor, Fairfax Metro Media, Garry Linnell, was guest

speaker.

Integrate with Influence is the theme of a new multi-pronged programme that encourages

media agencies and advertisers to take an integrated approach to their newspaper media

campaigns.

The programme aims to broaden understanding among media agencies of the ways

consumption of newspapers by Australians has evolved across all platforms – print, website,

mobile and tablet – and to highlight the myriad integrated advertising opportunities that are

now available as a result.

Says Tony Hale, CEO of The Newspaper Works: “Media agencies in Australia still see newspapers in a very traditional sense. The fact is that all major mastheads have been transformed in the digital age and now have larger, more engaged audiences than ever before, and audiences are continuing to grow.”

He added: “From a trade marketing perspective Integrate with Influence is one of the most significant projects we have undertaken to date at The Newspaper Works.”

In the coming months, Integrate with Influence will comprise a number of key elements and

initiatives which will be announced and rolled out in due course.

The first of these will be a series of independently-facilitated workshops which will provide

support and resources for agencies from publisher specialists on live media briefs, scoped to help planners develop the best possible integrated media campaign solutions.

Hale concluded: “Newspapers deliver valued content where, when and how people want it, and we want to ensure media agencies are fully equipped to take advantage of newspapers across every platform in order to deliver great campaigns.

We also want to ensure they’re aware of the extraordinary wealth of advertising opportunities that now exist in an era when newspapers have evolved beyond anything that

could have been predicted even ten years ago.”

For information about the Integrate with Influence programme and to book a

workshop