LATEST INDUSTRY NEWS
AND THE WINNERS ARE ...
New Zealand newspaper winners at the recent Pacific Area Newspaper Publishers’ Association 2010 Ad Awards for in-house creative and execution.
Best Print Campaign for a Client: 10-25K
Winner: Marlborough Express – “Road Safety”
Best Tactical Use of Newspapers: 10-25K:
Winner: Wanganui Chronicle – “Local Heroes”
Best Advertising Feature or Supplement: 0-10K
Winner: Wairarapa Times-Age – “Water Scene”
Best Advertising Feature or Supplement: 10-25K
Winner: Bay of Plenty Times – “Harbour Link”
Best Advertising Feature or Supplement: 25-90K
Highly Commended: Otago Daily Times - DFL
Best Integrated, Tactical Use of Newspapers/Online: 25 - 90K
Highly Commended: Otago Daily Times - Big Day Out
Best Single Print Ad for a Client: 25,000-90,000
Highly Commended: Otago Daily Times - Nichols
Best Print Campaign for a Client: 90K+
Highly Commended: New Zealand Herald – Arya
Best Online Campaign for a Client: 90k+
Winner: New Zealand Herald – “Mondo Travel”
Best Integrated, Tactical Use of Newspapers/Online: 90K+
Highly Commended: New Zealand Herald – Telecom Small Business
Best Advertising Feature or Supplement: 90K+
Highly Commended: Fairfax Media – Good Weekend
For a full list of winners, visit http://www.panpa.org.au
NEWSPAPERS INC - STATE OF THE NATION
Newspapers are on the rebound, says publisher Michael Muir in an upbeat assessment of the New Zealand media market.
“Our circulations and readerships are largely stable, advertising is picking up again and we are on the verge of exciting new media developments,” he said after the Newspaper Publishers’ Association 90th annual general meeting in Wellington.
He said the oft repeated predictions of the demise of newspapers were ill founded. The proof was in the resilience of a product that had been a cornerstone of communities and the nation for 150 years.
"There’s no doubt 2009 was a really tough year, not just for newspapers and the rest of the media, but for all businesses,” Mr Muir, NPA president and Gisborne Herald publisher, said. “Even so, newspapers maintained their dominance in the advertising market, drawing $700 million of the total $2 billion.
“While the recovery is still patchy, this year we are seeing volumes increasing slightly. The Newspaper Advertising Bureau, a one-stop shop for agencies wanting to place material for clients, believes member newspaper bookings will lift by 5 percent in 2010.
“On the editorial front we have continued to do what our industry does best – good, honest news breaking, entertaining writing and connecting with our readers, no matter how that content is delivered.”
While major news events were reported first on publisher websites, the real context of the news and how it affected the lives of New Zealanders was explained in newspapers.
At the same time there was clear evidence that newspaper websites were not cannibalizing their print parents.
“Print and digital formats play a distinct role and complement each other,” Mr Muir said.
“Newspaper companies are effectively reinventing themselves in the digital age and are now providing a compelling, integrated experience for readers and advertisers alike.”
He pointed to a major research project commissioned by The Newspaper Works, Australia’s counterpart to the New Zealand Newspaper Publishers’ Association, that supported the view newspapers remain the most powerful choice for advertisers.
The independent research by carried out by the Celcius company found consuming print and digital news from major publishers was an “enriching experience” for 44 percent of respondents. Free-to-air television recorded just 14 percent in this score.
“There is no reason to assume the reaction would be any different in this country,” Mr Muir said.
“The Celcius findings support a Trust in Advertising study by ACNielsen a year earlier that found editorial, with 67 percent, and print advertising, with 60 percent, were more trusted than any other form of communication apart from personal recommendation.
“Such findings are immensely reassuring to us and are not lost on advertisers and readers. “What we are seeing with the explosion of the Internet is a crying need to distill the blizzard of information and opinions, much of it unreliable, to make some sense of it.
“Newspapers and their digital platforms are perfectly placed to do that.”
There is no doubt the newspaper model is changing quite dramatically and that has created both stresses and opportunities, Mr Muir said.
“Publishers are searching for the optimum model and you can see that with the moves, led by Rupert Murdoch, to charge for online content,” he said.
“It’s not clear how that will pan out and there are a lot of different options being considered but one thing all publishers agree on is that news is not free.
“Credible, professional journalism comes at a cost.
“There are a whole new range of consumer technologies about to hit – from the iPhone to Skiff e-reader to iPad and Amazon Kindle to Blackberry and Google Nexus – and they have the potential to provide publishing formats for mainstream journalism and new revenue streams.
“Just as new digital delivery means will develop, so too will newspapers continue to evolve. We’ll still need to replace presses, probably with machinery that will enable newspapers to be printed in gloss and in more flexible formats. And new ways of distributing printed products to high-value AB readers will continue to advance.
“That new landscape will make the national news agency, the New Zealand Press Association, more of a mainstay of newsrooms as individual titles build on that core service with more specialized coverage and more local coverage, where they are virtually unchallenged.
“No other news or sales organizations has the same access to markets and audiences across New Zealand as newspapers. We have teams of people in most communities across the country. That is a real point of advantage.”
We will continue to be challenged and the business is never boring, but we are in good heart, Mr Muir said.
HAWK-EYED JOURNALISTS SPREAD WINGS ONLINE
Before Twitter, “tweeting” was strictly for the birds.
Now, NZPA, the country’s 130-year-old national news agency, “tweets” news breaks daily to nearly 500 loyal followers on the online mini-blog phenomenon.
Those followers have also becoming part of the NZPA news-gathering operation, alerting journalists to stories as they happen.
“Twitter can really help you get a fast lead on breaking news,” says NZPA editor Nick Brown. “We’ve broken several stories following tip-offs from our Twitter followers.”
NZPA “tweets” some of its breaking news for its Twitter followers, who include MPs and high-profile bloggers. But Brown suspects some followers are other news media trying to catch a break themselves.
Internet search engines have also proved vital in finding overseas news with a kiwi angle, he says.
“We are pulling up stories on Google that no one else in New Zealand gets.”
It all goes to show that the internet is now a vital tool for reporters, Brown says.
“It has quickly become indispensible to newsrooms, but online sources still need to be checked out, just like any other source.”
Tracking online news has not meant changing the culture at NZPA, Brown says. It’s still about having core news values and journalistic craft.
“We’re just adapting as we go along.”
To catch the latest NZPA tweets, go to http://twitter.com/nzpanews .
THE KIWI DREAM ... TO OWN A HOME
The next reports from the NAB Research team "Aspirations to Home Ownership" and "Quantifying Home Owners" look into who makes up this group, why they are important and their value to marketers...more...
WHAT MAKES CONSUMERS TICK?
Find out how consumer behaviour has changed in New Zealand over the past 10 years and the impact those changes have had on the retail and advertising sectors...more...
ARTICLES
24 HOURS FROM LAUNCH TO SALE
It's a marketers dream to achieve success beyond their expectations. But this is a true story and it happened to Douglas Pharmaceuticals with the launch of its new sunsense Anti-Ageing Face Moisturiser - and the only medium used to launch it was newspapers ...
To read this Admedia article in full click here.
To order your free copy of the Effectiveness Study Newspaper click here.
CLICK IMAGES TO ENLARGE AND READ ARTICLE
LET THE GOOD TIMES ROLL
Post Recession – When are those delicate green shoots going to sprout into a full blown economic recovery? And who will fare best when the good times roll around again?
CREATURES OF HABIT
The rituals and habits of a newspaper reader.
EXCLUSIVE BRETHREN
I started selling newspapers four years ago when I was offered the GM role at the NAB..
NEWSPAPERS ARE GOOD FOR...
Quotes from some of New Zealand's top creatives.
THE ANNAs
Earlier this year, the 2008 UK Awards for National Newspaper Advertising (ANNAs) were announced, celebrating and rewarding the best in newspaper advertising - winners share a massive £65,000 prize fund.
BIGGER IS BETTER
Newspapers and television were told to get over themselves recently during a press release duel over “bigger is best”. Apparently “this thinking does nothing to support a sales proposition”. I beg to differ.
HOLIDAY READING
We are officially just weeks from summer being with us. With the warm season comes Christmas, school holidays and (hopefully) lots of time spent at the beach.
INFLUENCE THE MASSES
I recently took advantage of the off season and booked a bach with the expressed intention to do absolutely nothing, except maybe attempt to catch some kai moana and read a few books.
INFLUENCE THE MASSES
No beeps, no flashes, no pop-ups
Media has power over us all to a greater or lesser extent. It affects how we learn about our world and interact with one another. Those who control channels of mass communication can strongly influence what people believe.
LOCAL SUCCESS WITH PRESS
The results are in, the winners announced and the prizes have been distributed. Yes the annual NAB Student Creative Newspaper Awards saw outstanding entries from AUT, Axis Adschool and Whitecliff College of Art and Design.
HOME WORK
SOLD on newspapers
I bought a house a few weeks ago. Some may consider that risky in an uncertain market. After reading the articles saying real estate sales had dropped by 50% and auctions were passing in two thirds of properties, we saw and seized our opportunity.
THOUGHT STARTER
I’m staring at the menacing blank white page on screen; the cursor blinking silently at me, the deadline clock is ticking, my mind is racing with a hundred thoughts but I can’t seem to catch one. Suddenly my personal budget that I’ve been putting off seems really easy to complete at this point….no, stay focused!
SERVED FRESH DAILY
More and more, agencies are coming under pressure to justify their clients communication strategies and advertising budgets. So there’s interest in ensuring advertising is impactful, remembered and lasts. So why then would you put your money into something thats going to become tomorrow’s fish and chip wrapper?..
THE ONLY CONSTANT IS CHANGE
Being the oldest medium in the world, Newspapers are no stranger to a changing media landscape with the emergence of many new media such as radio and television. But in the current media climate, rapid technological advancement has meant the speed of change has increased. Media companies are being forced to adapt quickly and newspapers are no exception.....
EMOTIONAL PRESS
People don’t just buy on reason they also buy on emotion. It’s what they feel about a brand that motivates them to purchase. You’ve got to capture their mind and their heart.....
CREATIVE OPPORTUNITY KNOCKS
If you want a flexible, creative advertising environment you’d traditionally head straight to television, magazine, outdoor or radio…not press. But as seen with overseas newspapers, high impact ideas combined with new technologies are enabling press to become an even more powerful medium.....
A QUICK OPINION ON A LENGTHLY SUBJECT
Why don't we see long copy anymore? Is it because of the perception that we live in this crazy fast past world and we simply don’t have time. Are we so ignorant to make decisions based on just simply snippets of information and not seek to know more?.....
GOOD NEWS FOR BAD TIMES
Sanitarium, Nutricia, Contact, GlaxoSmithKline and Mattel are the latest in a long history of companies turning to newspapers in times of trouble. Whether it’s product recalls or combating negative media publicity, advertising in newspapers has been used to retain and strengthen customer confidence in their brands...
GOOD NEWS FOR NEWSPAPERS
One of the oldest mediums in the world is still number one in the latest ASA figures released for 2007. In a record year for advertising revenue turnover, newspapers have continued to take the largest slice of the pie. So why then do we still have doomsayers?.....
COPY RIGHT
The first ever World Press Awards winners have been announced, with some impressive ads being given the illustrious title of “world’s best”...
REACHING THE OTHER HALF
Half of New Zealand’s population live outside the four main metropolitan areas, in regional New Zealand.* These regions are experiencing strong economic growth, booming real estate prices, and people are enjoying good investments. So what is the most effective way to reach these consumers?..
NEWSPAPERS MAKE SENSE
Print has been referred to as a passive, one-dimensional medium. But the power of print to be a highly-engaging, multi-faceted advertising vehicle can be evidenced in its ability to tap into the five human senses...
HOW TO WIN $10,000 AND A CANNES LION
What makes a winning press ad? It’s belief and focus according to Adam Lance, Aussie judge on the Cannes Press Lions jury, in a recent article from B&T...
GETTING ENGAGED
The catch cry of real estate has long been location, location, location…the same can be said of advertising. Being in the right environment is the key to reducing wastage and watching your advertising budget go down the drain...
STOP READERS TURNING THE PAGE ON YOUR AD
You have a 3 second window of opportunity to grab a readers attention. How do you stop them turning the page on your ad?..
EFFECTIVE ADVERTISING STARTS WITH YOU
Many advertisers waste their advertising investment because they buy advertising based on price rather than understanding the reason why they are advertising...
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