by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Panpa Bulletin : February 2006
After East Timor was liberated it was short of food -- particularly high protein food, such as chick peas - and, of all things, garden tools. We sought our readers' help again. Farmers came on board. One called me on his mobile phone. He had read the story in Sunday's newspaper and was somewhere between Shepparton and Seymour on his way to Mel- bourne with 10 tonnes of chick peas on the back of his truck. "Where do I drop them, mate?" he asked. For some weeks we had perhaps the only printing plant on the planet that could have de- livered 10 tonnes of chick peas at short notice. We also put together a CD of Australian and international art- ists' songs -- Midnight Oil even recorded a new track for us -- and asked our readers to buy it. They did, it briefly was the biggest sell- er in the state, and a few weeks later we were presenting Xanana Gusmao with the first royalties' cheque. $68,000. And the circula- tion? Up another 36,547. The life blood You'll remember the blood banks ran out of blood a few years back? In response to Britain's mad cow disease, the government ruled ineligible donors who had spent time there. This affected hun- dreds of thousands of Austral- ians. We launched Blood For Life, a program in which secondary school students gave blood dur- ing school hours, sometimes at their school. It was such a success -- with schools competing against each other to see how much they could donate -- the Victorian Govern- ment appointed and paid for a coordinator and the blood crisis quickly eased. Speaking of blood, what effect did this have on OUR circulation? Up another 32,253. Beslan might be the worst news story I have encountered. In an act of evil too horrible to comprehend, 179 school chil- dren -- 300 people in all - were slaughtered on their first day back at school. Our readers wanted to help. So the Sunday Herald Sun quick- ly staged a Concert For Beslan. The Dili All Stars, Ross Wilson, Deborah Conway, Stephen Cummings, Vanessa Amorosi, Circus Oz and Kate Ceberano performed. Eventually, about $200,000 was raised and bought computers, scanners, and print- ers for Beslan's Middle School Number One, a toy for every child in the town and 10 tonnes of hospital supplies. Again, we followed the convoy from Moscow through 1600kms of snow and ice to Beslan and our readers saw the reports on how their actions had again helped changes lives. Not long after, we invited Dad- dy Cool to reform for a tsunami fundraiser. The day made about $400,000. And, in a unique col- laboration, we joined with the Sunday Age to encourage all our readers to turn up. So we have tried to encourage Victorians to join in owning the Sunday Herald Sun. That's what we set out to do. We wanted more than just readers. And in the let- ters we received from school- children about the Beslan appeal there is a common theme. They didn't see themselves as giving to our appeal. They saw themselves as an extension of it, mostly or- ganising events to raise money within their communities. So where has all this taken us? Let's just look at the last dec- ade. Since June 1995, sales of the Sunday Herald Sun have risen 118,912 copies to 620,000. So I think we are on to something. No, Rupert Murdoch doesn't own the Sunday Herald Sun. The readers do. And they like their newspaper. I-bot increases circulation by 20,000 per day IN what is believed to be a world first, Advertiser Newspapers brought robotics to readers across SA with an i-bot project launched in the Advertiser and Sunday Mail late November and instantly reaped rewards. The Sunday Mail launched the promotion with a free i-bot activ- ity mat. Then from the Monday readers of the Advertiser began using tokens from the paper to collect individual pieces from participating outlets over 14 days and assembling them into a fully operational i-bot. Each piece re- tailed for $2. Programmable bar codes were contained in the activity mat and on the internet. The robot could perform 42 different commands such as following a black line and responding to any TV remote go backwards or forwards, left or right. The i-bot was able to per- form some of those functions as early as day 5 of the collecting pro- gram. According to Marketing Man- ager David Kuchel, the i-bot cam- paign met several objectives; to sell papers, promote SA as the sec- ond biggest electronics producer in Australia, after Queensland and involve children in the idea of electronics. The i-bot was especially designed by a SA company and was spon- sored by TAFE as well as Adelaide, SU and Flinders Universities. Initial focus groups showed boys 8 -14 were the most likely tar- gets, but in practice the two largest participant groups were under 18's and over 55's. "The grandparents were buying it as something to share with the kids," said Kuchel. The demand from students was high and before the campaign even ran ANPL had secured an ad- ditional 15,000 sales per day from schools. The campaign showed higher retention rates over the 14 day pe- riod than any other premium tried with an extra 18,000 to 20,000 pa- pers being sold each day. "With a circulation base of 195,000, that's significant. Our les- son for retaining that circulation next time is to do it earlier in the year so we don't run into the De- cember holiday season." The campaign to launch the i-bot included press (advertising and editorial) television, internet and point of sale advertising as well as a direct marketing cam- paign valued at over $250,000. "We covered our production costs and made a profit, which was great," said Kuchel who also says another campaign is in the pipeline for 2006. February 2006 PANPA BULLETIN | 25 MARKETING