News Corp Australia has launched a national campaign that aims to improve Australia’s weakening literacy rates and encourage parents to instil an appreciation of reading in children.
The Raise A Reader campaign will be run across all of News’ metropolitan mastheads, supported by editorial content, a book sales promotion and competitions.
The month-long imitative, a collaboration between News and online learning provider LiteracyPlanet, began at the weekend and will feature celebrated Australian author Jackie French as its ambassador.
As part of the campaign, books by children’s author Dr Seuss will be available to newspaper readers at $2.60 each over a two week period. The first book in the promotion series, The Cat in the Hat, comes free with each newspaper purchase.
News Corp Australia managing director for metro and regional publishing Damian Eales highlighted the enduring effectiveness of “tried and tested marketing techniques” like sales promotions in an interview with The Australian.
“When we run these promotions in many of our retail channels, circulation increases very significantly by 8-10 percentage points,” he said.
“We think the cumulative effect of these promotions is slowing circulation declines over time by adding great value to the newspaper proposition.”
As part of the campaign, News will donate 10,000 books to The Smith Family charity and LiteracyPlanet will donate 500 of its eLearning annual subscriptions.
For more news from The Newspaper Works, click here.