Newspaper industry uses ‘influence’ in a bid to stop advertising dollars moving out of print
The Newspaper Works is launching its “biggest ever” ad campaign on behalf of Australia’s four major publishers in a bid to convince the advertising industry to rebalance media budgets and stem the collapse of print revenues.
Targeting media buyers and advertisers, the new campaign is built around the idea of the medium being “Influential by Nature”, which Newspaper Works chairman Michael Miller said reflected how the medium shapes consumer and political behaviour.
Miller told Mumbrella: “This campaign is around increasing, defending and growing print’s share of the total advertising pie.
“This is a campaign that has been worked on since the end of last year and There is a greater recognition by the publishers that this is a category challenge not a publisher challenge.”
can this industry actually inovate or die already?
Like it. Simple, not gimmicky and showcases some decent case studies.
Print’s problem is simple – when the news cycle outpaces the frequency of the medium, then the medium is no longer relevant.
Newspapers are poor quality products. That core problem is what drives their failure. Web site strategies have exacerbated poor management effects by promoting click bait attitudes.
When people who know what quality is are producing news media we will see some real innovation. Right now they are all managing for their immediate pay cheque. And not very well.
Bit like trying to sell people a horse and cart 20 years after the first mass production models of automobiles hit the streets