Newspaper publishers launch new industry positioning with major campaign via The Hallway

Australia’s four largest newspaper publishers have come together to launch an industry wide positioning and brand campaign via The Hallway, that demonstrates the influence of newspaper media and re-states to advertisers why newspapers get results.

The campaign is the largest marketing initiative ever undertaken by The Newspaper Works, the industry body that represents APN News & Media, Fairfax Media, News Corp Australia and West Australian Newspapers (Seven West Media).

The new positioning for newspaper media is – “Influential by Nature”.

A print and digital campaign will launch the new positioning and features a series of powerful, real examples of influence that have achieved tangible outcomes for both the community and for advertisers. The first execution, launching today, demonstrates how a compelling and consistent newspaper media campaign aimed at reducing the incidence of alcohol-fuelled violence on Sydney’s streets resulted in a 40% reduction in violent assaults.

In coming weeks, The Newspaper Works will unveil a series of ads featuring examples of newspaper media’s influence from across the country and how advertisers benefit from this influence with successful campaigns.

Says Michael Miller, The Newspaper Works chairman and CEO of APN News & Media: “Every effective and meaningful campaign needs influencers to drive trust, belief and action. Influence is an inherent characteristic of newspapers and we need to remind advertisers of the impact newspaper media brands still have today among consumers.

“This market positioning, which has the support of all four of Australia’s major publishers, re-states the natural commercial and consumer benefit of newspaper media and its importance for effective communication.”

Says Mark Hollands, CEO, The Newspaper Works: “This has been a real collaboration between the major publishers. We began with the premise of creating a message that was true for all newspapers in metropolitan and regional areas. The enthusiasm we have had from publishers and editors across the spectrum of newspapers in Australia has resulted in this campaign.

“Newspapers have been influential since their inception. History shows that great mastheads have opinions and are unafraid to share them. Today, in the age of digital communication and media fragmentation, newspapers have maintained and grown their influence in our society.”

The campaign will appear in print and digital editions of newspapers and marketing trade media.

The copy reads: With community shock at coward punch attacks, drastic change to our laws was needed. We launched a campaign to restrict alcohol vendors’ opening hours, a strategy that has proven effective elsewhere. Our coverage including editorial, online forums and reader involvement, resulting in community demand for something to be done.

In less than three weeks, the government announced tough lock-out laws for Sydney’s CBD and Kings Cross. One year on, assaults are down 40%. This is the power of influence.

Now imagine this influence working for your brand. Advertising in newspaper media becomes part of the flow of trusted information that shapes the views of more than 16 million consumers – driving exceptional consumer engagement and response. To find out how the power of influence can work for you, visit us online.