STUFF YOU SHOULD KNOW ABOUT NEWSPAPERS Old people tag
For starters …
NEWSPAPERS ARE A MASS MEDIUM
Australians buy 20 million newspapers every week Source: ABC
More people read a newspaper every week than use the internet every month Source: Roy Morgan Single Source. People 14+, read any Newspaper incl. communities in last 7 days/ accessed the Internet at least monthly, July 09 – June 10
We’re talking mass? So how do newspapers stack up against the world’s biggest viral campaigns?
70 million
22 million
12 million
9 million
7 million
4. 3 million
4. 1 million
750, 000
Source: Roy Morgan Single Source. People 14+, total average issue readership of national and metropolitan daily (mon-fri) newspapers, Jul 2009 – Jun 2010.
That’s EVERY Tuesday. Week in week out. Tuesday is just your average day for newspapers too. And that’s just Australian ‘views’ (not a global audience)! Source: Roy Morgan Single Source. People 14+, total average issue readership of national and metropolitan daily (mon-fri) newspapers, Jul 2009 – Jun 2010.
The Master. Chef final was watched by 5. 2 m people Sunday metro newspapers dish up 7. 2 m readers every week! Source: Oz. TAM ratings average reported by SMH/Mumbrella including regional viewers. On average, 7. 2 million people read Sunday metropolitan newspapers every week (Roy Morgan Research, July 2009 – June 2010. All people 14+. Net readership).
YOUNG PEOPLE READ NEWSPAPERS
Australian newspapers reach more 14 -24 year olds every week than commercial TV does Readership Source: Roy Morgan Single Source 12 months ending December 2009, 5 cap cities, People 14 -24 TV Source: : Oz. TAM Weeks 1 -52 2009, 5 cap cities, People 14 -24
Readership Source: Roy Morgan Single Source People 14 -29, read any newspaper incl. communities in last 7 days/visited Facebook in last 7 days, July 09 -June 10
More than twice as many 16 -24 s read a newspaper every week than download music every 4 weeks Source: Roy Morgan Single. Source. Read any newspaper incl. communities in last 7 days (78%)/ Downloaded music in the last 4 wks (35%). Jan-Dec 2009
Click to view video in You. Tube: http: //www. youtube. com/watch? v=vv. D 9 WBqw. DZM
NEWSPAPERS ARE MULTI-PLATFORM BRANDS
Printed newspapers provide a mind expanding read Newspaper websites scratch the news itch
Printed newspapers provide a mind expanding read Newspaper websites scratch the news itch
Red Dust Storm hit Sydney Complementary reader experience Scratched the news itch reader photos and reports as the event unfolded A mind expanding read made sense of why and how it had happened
Rudd/Gillard leadership spill Complementary reader experience Scratched the news itch Actions and reactions (including Julia’s parents) A mind expanding read ‘Anatomy of a rebellion’ How it happened
Newspaper apps Source: TBA – awaiting final News Ltd numbers
WHAT MAKES NEWSPAPERS UNIQUE
Australians consider newspapers the most ABSORBING DYNAMIC REPUTABLE of any main media
A unique vehicle for advertisers to leverage the news
And numerous ways to connect powerfully with consumers
Strategic roles for newspapers “Gives me a good feeling about Abbott’s Village Bakery” Average newspaper ad Abbott’s Village Bakery newspaper ad
Strategic roles for newspapers “Encourages me to think differently about Woolworths Home Brand” Average newspaper ad Woolworths Home Brand newspaper ad
Strategic roles for newspapers “Gives me more information about red meat” Average newspaper ad Red Meat newspaper ad
Strategic roles for newspapers “Gives me a reason to buy, use or find out more about Target’s Fathers Day sale” Average newspaper ad Target Fathers Day Sale newspaper ad
Strategic roles for newspapers “Raises an important issue (STIs)” Average newspaper ad NSW Health newspaper ad
Strategic roles for newspapers “Reminds me of the TV advertising for Mc. Donalds Grand Angus Burger” Average newspaper ad Mc. Donalds Grand Angus Burger newspaper ad
YOUR ONE STOP SHOP FOR EVERYTHING ABOUT NEWSPAPERS
www. thenewspaperworks. com. au Over 900 ads Search by category High res downloads Updated weekly Over 120 Aus & OS case studies Circ, readership, ad revenue in one place Inspiring use of newspapers Find a newspaper quickly! - Monthly newsletter - E-alerts -Breaking campaigns -RSS feeds
A MASS MEDIUM READ BY ALL AGES MULTI-PLATFORM STRATEGICALLY VERSATILE WWW. THENEWSPAPERWORKS. COM. AU
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