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 2010
MORE newspapers than ever are entering the 2010 PANPA Ad Awards. With just days to go before the March 12 closing date, the asso- ciation expects this year’s awards to surpass its record for number of entries and break through the 300 barrier. Nearly 50 separate awards are up for grabs – the most offered by the association. The awards have been expanded and now include a 0-10,000 circula- tion group, which is aimed at en- couraging smaller rural and niche publications to take part for the first time. “You do not need to be a big-city newspaper to be innovative and offer the industry new ideas and inspiration,” says PANPA chief executive, Mark Hollands. Entries in this smallest category will be free. The categories have remained unchanged from 2009 and include awards for bundling of print and digital advertising, as well as best mobile advertising. Newspapers from as far afield as Hong Kong, Singapore, Taiwan, plus Australia and New Zealand, have already made their entries. “The enthusiasm for these awards is a reflection of hard work by ad- vertising colleagues in the tough times – plus there is a sense of op- timism about our future,” says Mr Hollands. “Colleagues are seeing a change in sentiment and have a more posi- tive outlook. “The standard of entries reflects this.” Among the most popular cat- egories are those dedicated to the specific work and achievements by industry executives, such as Adver- tising Manager of the Year. PANPA will again publish an elec- tronic book, created by Realview, of all the advertising entries. It is designed not only to show- case the capabilities of the industry but offer ideas and inspiration. “The unique nature of newspapers means some of our most important learning and ideas come from col- leagues,” Mr Hollands continues. “The awards e-book makes it easier to see the great ideas and execution in our region in the past 12 months. “More than 5,000 people used the e-book last year – the first time we created the publication.” It proved so popular that pub- lishers holding their own internal awards have replicated the idea. An advertising conference to co- incide with the awards will not be held this year, but Mr Hollands said he would consider a separate event later in the year. “There is still a prevailing reality of caution around spending,” he says. “This is sensible and expected. We will look at the possibility of a small conference exclusively on ad- vertising if we feel there is sufficient demand.” Presentation of this year’s awards will be made in Sydney in mid- April. Mr Hollands will also hit the road, offering to make presenta- tions to the winners at their own companies. “These presentations were a big hit last year,” he says. “Many colleagues preferred to receive their PANPA award in front of their peers and friends. Management organised small functions and it was a great team-building experience for everyone.” Ad award entries flooding in 3 2 4 1 Full details of how to enter the 2010 PANPA Ad Awards can be found at www.panpa.org.au AD AWARDS 2010 1. Leader Community Newspapers: (l-r) Sean Lee (Designer), Jason Howard (Creative Ser vices Manager) and Michael D’Angio(Designer) celebrate. 2. News Digital Media: Tony Prentice (National Sales Director) and Mel Pritchard (Group Sales Manager) enjoy their trophy. 3. Illawarra Mercury: Katrina Collins (Graphic Artist) and Stephen Royall (Advertising Director). 4. Fairfax Media: All smiles for Liz Ross, Director, Trade Marketing & Insights www.panpa.org.au CHALLENGING misconceptions that young Australians are not inter- ested in newspapers, a new audience report, Newspapers Today part 2 (Print & Online), reveals they are more likely to act on advertising in newspapers than in any other me- dium, including the internet. The study, conducted by The Newspaper Works late last year with more than 1,000 Australians, explores the relationship between printed newspapers and their websites, and the distinct roles they play. The key findings for 14-29 year old Australians reveal that: Newspapers are uniquely positioned in their minds They are seen as “absorbing”, “dy- namic” and “reputable” – a position that has further strengthened among young Australians over the past two years. They are held in higher regard than the internet Newspapers are more highly re- garded by young Australians than the internet on eight of nine indi- vidual measures. Young Australians respect and relax with newspapers Printed newspapers fulfill a need • • • • • • for “my time”, delivering a more relaxed, considered read with news content that is highly respected and enriching. The young use newspaper websites to scratch the news itch. For a quick fix, they indicate that newspaper websites deliver regular news updates in a way that instantly gratifies. Topics of interest are accessed via both print and digital platforms Some 45 percent of 14 to 29-year- olds use both newspapers and their websites to access topics of interest. Printed newspapers are favoured for all topics except gossip and IT. Journalism on subjects as varied as economic and environmental issues to national security, sport and careers have greater impact in print. Gossip and IT information are where newspaper websites reign. For young Australians, newspaper advertising is the most believable of any medium. The reputation, credibility and trustworthiness of newspapers have a halo effect on the advertising that appears in newspapers. This is also reinforced by Nielsen’s global study conducted last year, called Trust in Advertising, which in- cluded 26,000 individual responses, including those from 500 Austral- ians. It says newspapers are second only to personal recommendations and • word-of-mouth in terms of trustwor- thiness. They are more likely to take action if they’ve seen an advertisement in a newspaper or its website. Importantly, 14 to 29-year-olds say they are more likely to act on information received about prod- ucts or services if it has appeared in newspapers and their websites, by a margin of 44% compared with the internet and free-to-air television. The results of this ground-break- ing survey for the Australian market indicate newspapers and their web- sites have a strong and unique posi- tion among a younger audience. The high regard youth audiences place on newspapers appears to trans- late into an ability for newspapers to influence this audience more than the internet on a range of topics and issues. It is compelling evidence for adver- tisers that young Australians consider newspapers and their digital proper- ties to be “absorbing, dynamic and reputable”. This illustrates print and digital platforms have a complementary re- lationship and fulfil different market- ing needs. Newspapers perform very favour- ably attitudinally. Even more impor- tantly, newspapers and their websites play an influential role in encourag- ing behavioural change. In essence, when they are used in combination, newspapers and their websites can provide an even more powerful way for advertisers to con- nect with consumers. Young readers trust newspapers: study Lucia Elliott Newspaper Works NEWSPAPERS & THEIR WEBSITES NEWSPAPERS NEWSPAPER WEBSITES MAGAZINES RADIO FTA TV INTERNET EXCL EMAIL & NEWSPAPERS Youth 14-29, Jan-Feb 2009 n=310. Celsius Research “Ads are usually believable in this medium” 29% 23% 12% 18% 20% 6% 12% Newspapers and their websites leave other media trailing in the dust when it comes to who Australians really trust to tell them the truth For more information about Newspapers Today Part 2 (Print & Online) visit www.thenewspaperworks.com.au. Demographic cuts of the full report will be available this month. Sign up for e-newsletters and e-alerts, by visiting http://www.thenewspaperworks. com.au/go/footer/register, and you will be advised by e-alert when the demographic cuts are available to download. 22 | The PANPA Bulletin | MARCH 2010