Australia: newspapers join forces to promote medium

Posted by John Burke on February 24, 2006 at 10:54 AM

Australian newspaper publishers of all sizes are uniting to form a new "marketing body to promote newspapers as Australia's number one medium," writes the nation's Central Midlands & Coastal Advocate. The entity, which is currently searching for a CEO to work between the publishers involved in the deal, is aimed at convincing advertisers and agencies that newspapers are still a valuable tool.

Said John Hartigan, News Limited Chairman and CEO, "We reject the notion that newspapers are "old media". Newspapers deliver much better reach for advertisers than any other media and are the most influential media among consumers. Newspapers also offer untapped potential as a creative medium. However, as the media market fragments and competition for ad revenue and "eyeballs" intensifies, it is more important than ever that the value of newspapers as a category is researched and marketed professionally."

Source: moora.yourguide

Posted in :