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Panpa Bulletin : May 2010
www.panpa.org.au The PANPA Bulletin | MAY, 2010 | 23 Today, Australia's leading newspaper and magazine publishers use less power than ever before. That's because our paper is recycled. In fact we lead the world in newspaper and magazine recycling with almost 80% of our paper recycled every year, which means that we use around 15% of the electricity and half the water required to make paper from virgin timber. So, please keep putting your old newspapers and magazines out for recycling in local collections. When it comes to saving our planet's resources, the power of the press is being put to good use. To find out more and see how you can help our environment, visit the Publishers National Environment Bureau online at www.pneb.com.au Ads bolster TV campaigns, says research NEW research focusing on Jalna Yoghourt shows newspaper advertising, especially when combined with a TV advertising campaign, dramatically improves emotional connection to a brand. Newspapers helped improve brand equity, on measures of quality, familiarity and uniqueness, by up to 24 percent when combined with TV advertising for Jalna. The research, conducted by The Newspaper Works, shows the addition of print advertising increases the positive emotional reaction to TV advertising by 65 percent. Commitment and intent to trial jumped 56 percent when newspapers were added to TV, says the research. Sales for Jalna grew by eight points, reversing a negative trend. The research was conducted with Jalna Dairy Foods and is the latest case study by The Newspaper Works to demonstrate effectiveness of newspaper ads when combined with a TV advertising campaign. Jalna competes with 20 brands. While the majority compete on taste and creaminess, Jalna is positioned around health. Jalna Dairy Foods national sales manager, Costa Tsaconas, said: "This case study is a great example of how newspapers can help build a brand as well as drive sales hard." The campaign was unique, reversing the roles of newspapers and TV. In the Jalna campaign, newspapers played the role of building attraction to the brand while TV delivered the rational information. Newspaper Works CEO Tony Hale said: "The Jalna case study demonstrates how strongly newspapers work for food brands in their own right, and how they make TV work much harder. "This campaign was unorthodox in that it used newspaper ads, not TV commercials, to provide the emotional reassurance about Jalna's taste, while TV delivered on the rational message about health benefits. "The result was that the emotive newspaper ads contributed powerfully to the campaign's overall effectiveness in driving sales." The study is the second in a series of food category reports. The inaugural case study focused on Nescafe's Greenblend, which was published last year. Tony Hale . . . 'case study demonstrates how strongly newspapers work for food brands' She may have lost it last night but she still awoke with a sense of purity. Tht s becau e hesa edhedy w ththpentu as te f Jalna. One fthefewy ghutleft untouched. It is set in its own pot with no gelatine, a chesorfdidtht t nt many ms -produ d yoghourt . Jln mply ar w thpur milkp oduc , add friendly cultures, put the lid n and let nature do the rest. Wi h all n a ural ngredient Jlni gea tating y ogho rt that will fill you w th pure goodness. Aa anmad. A rali no ned ja a om.au iPhones turn journos into mojos Stephen Quinn Has trained journalists to work as mojos in Australia, the Czech Republic, Malaysia, Singapore, the Philippines, Hong Kong and Thailand. His free book about mojos is available at http://www.kas.de On 17 February 2004 the New York Times published, for the first time on page one, a photograph taken with a mobile phone. The image was pretty ordinary: The formal signing of a merger between two mobile phone companies in New York, snapped on the phone of a company executive the previous day. Half a decade later, a television reporter filed a live story using only a mobile phone and free web-based software called Qik. On the 20th August last year, Jeremy Jojola used an iPhone to cover a story for KOB-TV in Albuquerque, New Mexico. Anyone who has done live television will know how expensive it can be. An outside broadcast truck needs a crew of at least two and costs thousands of dollars an hour to run. The truck needs to be parked strategically, and a microwave mast raised. Cables are hauled to the camera and tripod, and connections tested. Satellite fees to transmit video are expensive. With software like Qik and a mobile phone, journalists can broadcast live video within five seconds of opening the program on their phone, at a fraction of the cost. We are seeing the start of a new form of mobile reporting. Over the next few years, as the technology improves, the mobile phone that journalists carry in their pocket or handbag will become a common reporting tool. KOB- TV's Jeremy Jojola said he was "waiting for the day" when he would be able to report live breaking news from the scene without a cameraman or an expensive broadcast truck. "I have a feeling that day is going to happen very, very soon. The technology is cheaper and faster [than traditional television equipment], and it's only going to get better," he said. Two in five people around the world had a mobile phone as of February this year. The figure will jump to 53 per cent within three years. In the developed world, two in three people own a mobile phone, and most of those phones contain a camera. A convergence of cheap technology, fast broadband and wireless networks, and a booming interest in citizen involvement in news will see a revolution in the way news is covered over the next decade. It is rare to find a journalist who does not have a mobile phone. Free software can turn most mobile phones into portable broadcast tools. It is relatively easy to stream video and audio to the web from a mobile phone. So all journalists are potential mobile journalists, or mojos. That does not mean all journalists will become mojos. But mojos extend the newsgathering potential of any news organisation because with a mobile phone one person can stream video and audio, take still photographs and send text from their phone provided they have access to a wireless or wi-fi network. A booming interest in citizen involvement in news will see a revolution in the way news is covered over the next decade" "