Australian’s $1m iPad ads (give or take $950,000)
Fair to say The Australian has gone iPad crazy, with four items about it in yesterday’s Media section alone.
And well it might, what with The Australian making a lot of its own plans to be available on the device.
And it’s going splendidly, according to the paper, which reports:
“The Australian is believed to be the first newspaper in Australia to sign-up lucrative advertising packages for the iPad, which is expected to garner $1 million in the next few weeks.”
Never let the facts get in the way of a good story or headline, Tim. Can’t blame the spin doctors for doing what they do best, any more than you blame a compass for pointing North. That said, underpinning this story is a real excitement about this device and what it might mean to the publishing industry in regards to future relevance and revenues. Wired.com has reported that already the iPad makes up a quarter of its mobile traffic. Touch screen interactivity is coming and with it, greater user engagement and immersive brand experiences.
So from a media buyers perspective, I invest $250,000k into the Aus (that I was going to do anyway) and get the iPad app and free marketing push for $50k? Nice way to gain incremental spend guys???