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Panpa Bulletin : February 2010
www.panpa.org.au The PANPA Bulletin | MARCH, 2010 | 3 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 .au 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). Web boosts print, says new research NEWSPAPER websites are not cannabilising their print cousins, according to research commissioned by The Newspaper Works, the group dedicated to promoting the in- dustry to advertisers and ad agencies. Print and digital formats “play a distinct role” and “complement each other”, says research of 1,029 Australians by Celsius. The findings are part of one of the most significant projects The Newspaper Works will undertake this year in its campaign to position newspapers as the most power- ful choice for advertisers. The report, Newspapers Today – part 2 Print & Online, finds Australians now see the digital presence of leading Australian newspapers as equal to iconic web inter- net brands. “Consuming” print and digital news from major publishers is an “enriching experience” for 44 percent of respondents – a 15 percent improvement on compara- tive research conducted in 2007. Free-to-air television lagged 30 points on this question compared with newspa- pers and their websites. Ads in either print or digital format from newspaper companies are more believable than those in any other media, the research claims. Some 27 percent of respondents say news publishers’ ads are “believable”, compared with 21 percent for free-to-air television, 15 percent for radio and 13 points for magazines. Print newspapers alone score 23 per- cent on this question, compared with 11 percent for their websites. The research supports a Trust in Ad- vertising study by The Nielsen Company conducted nearly 12 months ago. It found editorial (67 percent) and print advertis- ing (60 percent) were more trusted than any form of communication other than personal recommendation. Celsius’ findings indicate a growing use and respect for newspaper publish- ers among readers aged between 17 and 29 – contrary to the common belief that young readers are turning away from tra- ditional media companies. Chief executive of The Newspaper Works, Tony Hale, said there were three theories for why the findings were so fa- vourable to newspaper publishers. The research was conducted at the height of the global financial crisis, so individuals reverted to what they have trusted historically, he said. Alternatively, individuals were now so “overloaded” with information that they wanted newspapers to “distil it for them”. Or, newspaper companies had effec- tively reinvented themselves in the digital age and were now provided a compelling, integrated media for readers and adver- tisers alike, he said. Network to hike ad dollars PUBLISHERS may see an increase in online ad revenue with the arrival of a new ad space sales company. Frank Addante, C EO and founder of the Rubicon Project, was in Aus- tralia recently to meet with publish- ers, including Fairfax Media and News Ltd. He said Rubicon aimed to in- crease the value of online ad space by exposing it to a large network of international buyers. “What we found is that across the globe, even though this market has gone from a billion-dollar-market to a $100 billion market, about 80 per- cent of ad inventory across publish- ers around the world goes unsold,” he said. “We started the company with the intention of providing a technology platform that will help publishers optimise their inventory across all the different sales channels.” Mr Addante said Rubicon provid- ed access to more than 500 different sales channels, giving publishers a 30 to 300 percent increase in revenue from online ad sales. “There’s no publisher out there that has a sales team in every single part of the globe, relationships with all the different companies,” he said. “We take their inventory and exposing it to the widest number of buyers possible, and make that inventory more valuable by over- laying data to it.” Amy McCormack, Business De- velopment and Optimisation Man- ager at Fairfax Digital, said Fairfax would trial the Rubicon service to maximise the return from their in- ternational inventory. She said Fairfax would keep their Australian inventory sales in house, to maintain their relationship with specific brands. “It is important that we have one team and keep all inventory in house,” she said. “A very large bulk of our revenue comes from Australia.” She was optimistic about Rubicon’s service with their international ad sales. “It’s an interesting proposition,” she said. “It’s a new type of product, from a publisher’s perspective.” Mr Addante said their services were proving popular in the US. “Thirteen of the top 15 newspaper publishers in the country use our plat- form. Companies like NBC, Tribune, and Washington Post,” he said. “Now we’re here with a local team that’s working with local publishers try- ing to get them onto the platform.” All of a sudden, we’re all of a Twitter NEWS organisations are finally getting so- cial, employing young journalists to moni- tor and drive their social media presence. Social media is booming with usage up 82 percent since December 08, according to Nielsen Global. The new stats show we spend six hours a month on the likes of Bebo, Facebook and Twitter. Australians top the addiction interna- tionally at seven hours. Although social media is often heralded as cost-free marketing, news organisa- tions realise that sifting through the 27.3 million tweets which pop up a day is a time consuming task. News teams such as news.com .au and stuff.co.nz are starting to drive some of the 206.9 million people on Facebook back to their websites. Andrew Banks has spent a year with news.com .au as editorial promotions manager, monitoring and driving social media content. He says context is key. “Each audience is different. Facebook is different to Twitter, so you need to think about how you pitch on each platform,” says Mr Banks. “Even simple things, such as the time of day you communicate, makes a difference. You need to know the people you are post- ing for are at their computers.” New Zealand’s top news site, stuff.co.nz, has hired a social media guru to lead the way in their online news promotion. Greer McDonald, formally a journalist at the Dominion Post, has just started the new role. “The aim is to look for ways to connect with readers, researching new technolo- gies to keep on top of what’s coming out,” she says. She will work with marketing and edi- torial to help drive social media content for Fairfax sites. Ms McDonald is a high-profile contribu- tor to Twitter and blogs in New Zealand and says she wants to break down bound- aries between the newsroom and readers. “You cannot use [social media] as a straight marketing tool,” she continues. “People don’t want content shoved down their throats.” By tweeting more than 40 times a day and blogging about the joys of singledom and the sexual life of seahorses, Greer has built a loyal following. “Social media is like a cocktail party: you can come in and leave straight away and no one will notice you were there. If you choose to stay, you can meet lots of people,” she says. It is best, says Greer, to shepherd users from social media sites back to newspaper sites without them consciously feeling they are being lead. Greer McDonald interviews the director of Lord of the Rings, fellow Peter Jackson Newspaper blogger Greer McDonald inter- viewing actress Rose McIver at The Lovely Bones red carpet premiere in Auckland Greer McDonald interviewing Prince William on his New Zealand tour Rebecca Leaver NPA For a copy of the report, go to www.thenewspaperworks.com .au Nick Evershed NPA Watch a video interview with Frank Addante on our website: www.panpa.org.au PAGE 22 > Newspaper Works column