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 : November 2011
We’ve got the works THE door has closed on the New Zealand Press Association, but the New Zealand Newspaper Publish- ers’ Association lives on – and this month it will make a major push to remind Kiwis of the role newspapers play in their lives. Everyone agrees newspapers and their various platforms have a great story to tell about their brand strengths and the quality of their content. Everyone pretty much also agrees that the industry could do more to promote itself. This is why the NZNPA board, which includes the CEOs of the two major publishers Fairfax and APN News & Media, plus independents Otago Daily Times and Gisborne Her- ald, has approved a major marketing campaign aimed at both advertisers and readers that will roll out through November. The campaign has several ele- ments to it and breaks new ground in bringing together newspapers, their websites and social media. It includes sending New Zealand newspapers to London to show just how much they can connect with New Zealanders abroad, and a giant digital billboard in Hammersmith showing the latest headlines from Kiwi papers. Homesick expats will be urged to take photos of themselves with the billboard for a chance to win a return trip home. Advertising agencies are being offered the carrot of a return UK trip as well, as are participating newspapers. The insight for the campaign came from research carried out for the NZNPA by Nielsen that found newspapers give readers a strong sense of home and identity, bringing New Zealanders together. The NPA has also been active in bringing newspapers together, too. A trade fair held in Auckland in August featuring all the country’s mastheads, highlighting the strengths of each region, was attended by nearly 100 agency buyers. Many of those placing advertis- ing are in their twenties and do not necessarily think newspapers work in today’s fractured media environ- ment. We aimed to challenge that think- ing. It was the first such event for four years and the last one involved only regional newspapers. The consensus from both agen- cies and publishers was that it was a success, and worth repeating in 2012, when it will be combined with the country’s biggest advertis- ing prize – the Newspaper Ad of the Year. The contest promises NZ$10,000 in prize money and targets agency creatives who use print advertising in imaginative and effective ways. We know newspaper mastheads, both print and online, have enor- mous reach – they are read by an average 1.6 million New Zealanders every day – but need to keep push- ing that message. All this is captured in a new posi- tioning: Newspapers Work. This represents our varied entities – the NZNPA, the Newspaper Ad- vertising Bureau, NewsQuest media monitoring, Mediacom press release distribution and the Print Media Copyright Agency. It’s a handy catch-all for a bunch of confusing acronyms when we are trying to present a contemporary image, with the likely consolidation of our varied activities in Auckland over the next year. There, in the country’s commer- cial capital, we’ll join the NAB – a one-stop shop for agencies, which will this year book and bill about NZ$130 million of advertising across the country’s 23 dailies and three Sundays. After more than three decades in operation, the NAB handles nearly 20 percent of the approximate NZ$630 million print advertising total and about 50 percent of agency business. In other revenue streams, News- Quest offers tailored media monitor- ing to a wide range of government agencies and the corporate sector. Its computer system has just been upgraded and the archive holds about seven million stories. While the NZPA feed has been lost to NewsQuest, this is more than compensated for by the publishers’ decision to supply breaking news during the day as well as the full print content. As news appears on the Fairfax- owned Stuff.co .nz or the APN- owned New Zealand Herald website, it is sent to NewsQuest for distribu- tion to clients. Clients are unable to republish content but have the advantage of being instantly in touch with latest news from whatever sector they are interested in. The press release distribution service, Mediacom, also has a unique selling point. It delivers direct to newsrooms. And the PMCA licenses use of shareholder content through press clipping agencies. Throw in running the annual Canon Media Awards, lobbying, defending press freedom, liaising on advertising standards and working with the Press Council, the wider printing industry and journalism training – and you may wonder how we ever fit the NZPA in at all. Move over, All Blacks... the old black and white brings Kiwis together, too PHoTo: fairfax Media Opinion Tim Pankhurst Tim Pankhurst is Ceo of the New Zealand Newspaper Publishers’ Association www.panpa.org.au The PANPA Bulletin | NOVEMBER 2011 | 21 MOVING YOU FORWARD. THECOLORAND INSPECTION EXPERTS We can help you brighten your future. Let us show you how. www.quadtechworld.com QuadTech® Register Guidance and Ribbon Control Systems with MultiCam® Revolutionary camera technology consolidates color-to-color register-, ribbon-, and cuto- control functions in one high-speed, high performance system. QuadTech® Color Control and Web Inspection System with AccuCamTM Advanced image-based spectral technology that eliminates colorbars and graybars for unequaled color reproduction. Inspection capabilities that reduce waste and advertiser rebates.