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Panpa Bulletin : March 2006
36| PaNPa bUlletiN March 2006 cover Story element is to celebrate newspa- pers. They are the most powerful and influential of any medium and deliver more value than first perceived," Mr Hartigan said. "Newspapers are a contemporary and creative medium and still the most preferred single source of news, information and enter- tainment for Australians. They continue to reach the biggest au- dience more cost-effectively than any other media." An industry-wide search for a CEO to take charge of the body has already begun. The member companies are looking at recruit- ing a seasoned professional with a strong marketing and/or agency record. "We hope to have the CEO in place in the next three months, but are looking internationally so it may take longer. Once that happens we think everything else [staff] will fall into place. There is a very frantic desire to get together the best people, but it's in its very formative stages." Mr Hartigan said the organisa- tion could have up to five full-time staff with support from seconded staff at member companies. It will be based in Sydney but no exact location has been de- cided yet. "We have discussed where it will be," he said. "It could be at a major publisher but that is ill-ad- visable for the transparency that the model needs." What to Tackle First The member companies have already set the body some impor- tant tasks. "The industry members of the board have expressed certain desires, including the new au- dit reporting of ABC figures four times each year. That needs to be strongly sold. Readers are also a strong issue," Mr Hartigan said. Fairfax CEO David Kirk said the body would give publishers one voice. "It is important that the indus- try does a good job of explaining any impact of the impending changes to the way circulation is audited. At the same time, we will be able to work more effectively with the advertising industry on issues of mutual concern," Mr Kirk said. Initially the body will concen- trate on marketing Australian newspapers, however Mr Harti- gan said it could become a trans- Tasman body, bearing in mind both Fairfax and APN had consid- erable interests in New Zealand. The new newspaper mar- keting body will be led by an eight person board in- cluding the CEOs from each major publisher -- John Hartigan (News), David Kirk (Fair- fax), Brian Mc- Carthy (Rural Press), Brendan Hopkins (APN) and the incoming CEO of West Australian Newspapers (WAN). Independent regional, rural and community newspapers will also be invited to join the new organisation. case Study: Newspaper Marketing agency Based in London, the News- paper Marketing Agency has set itself the task of 'opening up newspapers'. The agency is an independent, impartial body and believes this is the only way it can credibly deliver its message pro- moting newspapers. By highlighting the enormous potential newspapers have for influencing consumers, the NMA aims to make advertisers, agen- cies and media planners more aware of the medium's power. This agency achieves this aim through case studies, up-to-date research and innovative creative work in the industry. The NMA was created and is funded by the UK's national newspapers, who put their indi- vidual agendas aside to demon- strate the medium's effectiveness to advertisers. Since the agency began the staff and its board have recognised there is a real thirst in the media industry for informa- tion about newspapers and the creative opportunities they offer. the NMa is funded by the following companies: > Associated Newspapers - Daily Mail, The Mail on Sunday and Evening Standard > Express Newspapers - Daily Express, Sunday Express, Daily Star and Daily Star Sunday > Guardian Newspapers - The Guardian and The Observer > Independent News and Media - The Independent and The Inde- pendent on Sunday > Mirror Group Newspapers - Daily Mirror, Sunday Mirror and The People > News International - The Sun, The Times, The Sunday Times and News of the World > Telegraph Group - The Daily Telegraph and The Sunday Telegraph case Study: Newspaper association of america The NAA was formed in 1992 with the merger of seven asso- ciations serving the United States' $55 billion newspaper industry. They were the American News- paper Publishers Association (founded in 1887), Newspaper Advertising Bureau, Association of Newspaper Classified Advertis- ing Managers, International Cir- culation Managers Association, International Newspapers Adver- tising and Marketing Executives, Newspaper Advertising Co-op Network and the Newspaper Re- search Council. The agency is a non-profit or- ganisation and members account for nearly 90 per cent of the daily circulation in the United States and a significant number of non- daily US newspapers. It also has many Canadian and internation- al members, as well as educators, university newspapers, press as- sociations and suppliers/vendors who are members. NAA focuses on six key strate- gic priorities that affect the news- paper industry: marketing, public policy, diversity, industry develop- ment, newspaper operations and readership. Its aims are to: >Retain or build advertising share in all categories and im- prove newspapers' sales and mar- keting capabilities >Advocate and communicate the views and interests of news- papers to all levels of government and support newspapers' interest in First Amendment issues >Encourage a diverse work force and reflect diversity in news- paper products >Provide researchandguidance on competitive developments to ensure continued revenue growth through new products and busi- ness development >Provide technological guid- ance to enable newspapers to ef- fectively serve their readers and advertisers australia’s press publishers unite