Newspaperworks boss: Front page newspaper pointers ‘give you comfort about your purchase’

May 11, 2015 1:30

The boss of Australia’s newspaper industry body has questioned findings by Canadian broadsheet the Toronto Star trailing content inside the paper on the front page does not increase readership or sales.

In a video hangout on the sidelines of the INMA 2015 World Congress, Mark Hollands CEO of the Newspaper Works said the presentation was interesting but said “I was a bit bemused by this”.

“A lot of purchasing is habit – you know they are going to go to the paper and pick it – so to that extent I understand, however, I think those sky boxes are things that make you want to pick it up and give you a bit of comfort about your purchase.”

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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