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Panpa Bulletin : December 2009
The NPA Bulletin | DECEMBER, 2009 | 3 www.panpa.org.au Award winning printing is as easy as APN Proud printers of the NPA Bulletin. Join the winning team for best impressions... always. Phone: 1300 276 778 Email: email@example.com Website: www.apnprint.com.au Winners of the 2009 PANPA awards for Technical Excellence in both single and double-width print categories (0-25k circ). Not just another pretty face A PROMOTION to unveil Singa- pore's next generation of models has been held by the New Paper, attract r - ing more than 500 entries and help- ing to attract young female readers. The newspaper, which is heavily associated with football coverage, has also used the contest to attract new advertisers with sponsored awards like Subaru Miss Vivacious and InnerShine Miss Beautiful Eyes. Winner of the New Face 2009 took away a cash prize of $S10,000. A number of contestants in previ- ous years have used the contest to begin modelling careers while others have gone on to represent Singapore in Miss Universe and Miss World. The New Paper began the event 17 r years ago, realising that while it had attracted a strong male readership with its sports coverage, it strug- gled to hit the mark with young females in Singapore's increasingly affluent society. Rather like Japan, young women in Singapore are keen consumers and therefore seen as the most im- portant target demographic. "We needed a signature event," says Danny Yeo, assistant vice-presi- dent of branding and promotions at Singapore Press Holdings, the publisher of the New Paper. "But we did not want just another beauty contest. During a brain- storming session, the idea of a search for a fresh-face female came about. "The event reinforces New Paper's position as a young, lively news- paper, and over the years we have gained a reputation for being an ideal platform for young females to launch their careers in modelling or the entertainment industries." Male readers have taken as much interest in the New Face quest as the women, helping daily sales. The key measure for success has been the engagement with advertis- ers, Mr Yeo continues. "The event started as a pure branding and posi- tion event for the New Paper, but we r have had many advertisers wanting to be part of its success. "We have worked out presenter- ship and sponsorship packages, which include advertisements in the New Paper and cash to cover the cost r of the event. Subaru, Levi's and Asian cosmet- ics company InnerShine were the major sponsors this year. "The fact that almost everyone in Singapore knows, or has heard about New Face, is another measurement of its success," Mr Yeo says. Increased advertiser engagement had "most definitely" helped en- hance business relationships. Newspaper contest stops a nation Ad adviser changes name THE Australian Publishers'Bureau -- ded- icated to offering legal advice about ad copy -- has changed its name. It is to be called the Publishers'Adver- tising Advisory Bureau and will continue to service newspaper and magazine publishers. Executive director Lianne Richards said the 30-year-old organisation was the peak industry advisory body on mat- ters relating to advertising. "We pride ourselves on our extensive knowledge of the estimated 160 pieces of Commonwealth, State and Territory legislation, which include requirements on advertising, the various professional and industry codes of practice/ethics, along with publishers'legal obligations under the Trade Practices Act and Fair Trading Acts," she said. "The more pertinent the information included in an advertisement, the more likely it will meet readers' expectations and avoid complaint." Government watchdog, the Austral- ian Consumer and Competition Commis- sion, (ACCC) has referred to the bureau as "a model of industry co-operation". Ms Richards said: "We will continue to provide in-house training on issues such as trade practices, copyright, and therapeutic goods advertising. In the past 24 months we have spoken with more than 3,000 staff." The bureau's re-branding follows a similar move by the Publishers'National Environment Bureau, which promotes recycling on behalf of newspaper and magazine publishers. Publishers' Advertising Advisory Bureau AUSTRALIA The advisory bureau's new logo The winner and runners-up of New Paper's "New Face" contest in Singapore ... attracting additional readers and advertisers to the popular contest APN sets up Kiwi subs' hub A NEW sub-editing centre is being established by APN in New Zealand initially for 19 of its newspapers as the company seeks to further enhance operational efficiency. The new centre is due to open this month and will be located at Tau- ranga -- a beautiful town on the North Island. It will be used to sub-edit and lay-out pages for its community newspapers. APN Regionals' chief operating officer, Rick Neville, said: "What we're doing is setting up a central- ised hub." Mr Neville said there would be limited job losses and the company was taking applications internally for the new subbing and production centre. It will be headed by Laura Frank- lin, who is leaving her role as editor of New Zealand daily, the Bay of Plenty Times. The new editor of the Bay of Plenty Times will be Scott Inglis, who is s currently editor of the Daily Post in t Rotorua. An advertisement has been placed for Mr Inglis' replacement. The move to reorganise editorial production follows a similar project by APN in Australia, where coun- try chief executive Mark Jamieson centralised sub-editing operations at Maroochydore in Queensland, the base of the Sunshine Coast Daily. In New Zealand, at rival publish- er Fairfax Media, the production processes of its newspapers have been centralised in four locations in an effort to speed workflow and reduce costs. APN is the largest newspaper pub- lisher in New Zealand. Mr Neville said: "Some of the ob- jectives are to get some real improve- ments in lay-out and design. "We'll be able to achieve greater efficiencies because we can standard- ise templates." Mr Neville said management had not decided whether the rest of APN's community newspapers would be edited within the new hub. He stressed all copy would still be produced in local areas. "It won't af- fect the gathering of content," he said. "You can't centralise local reporting." Mr Neville said the new organisa- tion was "in-sourced" within APN rather than being an "outsourced" model such as the Pagemasters serv- ice, which is used by major publishers such as News Ltd and Fairfax Media. APN also uses Pagemasters but Mr Neville said the company would move some of its titles - Whangarei Report, Eastern Bay News, Wanganui Midweek - from the AAP business k unit once the Tauranga centre was established. The new hub is located within the Bay of Plenty Times' offices, which also ' includes a call centre for classified advertising for APN's New Zealand newspapers. Objectives are to get some real improvements in lay- out and design" Rick Neville, COO, APN Regionals " Nick Evershed NPA