The latest issue of our quarterly report The Works is now available for download, bringing you the latest audience data plus a detailed look at the growth in digital readership and the latest tech tools for readership analysis.
Click here for our PressReader site where you can read the digital edition of The Works, or download our app to read on your mobile or tablet. You can also scroll down to download a PDF copy of the report and presentation slides to go along with it.
For a print copy of the report, email firstname.lastname@example.org.
THIS issue of The Works goes beyond audience data, which increasingly shows how digital consumption of news on desktop and mobile devices is catching up with the popularity of newspapers.
Even though the printed newspaper continues to be read by 14.4 million Australians across a month – compared with 11.2 million on digital platforms – publishers continue to build out their business with an array of services designed to create new and, perhaps, larger audiences.
Operating divisions and business units are forming to provide consistent delivery of services such as event management, content marketing, native advertising, data solutions and co-branded opportunities.
This provides advertisers with opportunities to take their brand and messages beyond the traditional print and digital environments and into new spheres.
At the other end of the spectrum, sales teams are now in a better position to discuss strategically viable solutions and marry them with media channels where appropriate.
Understanding a customer’s strategy and challenges is now essential for an effective commercial relationship. Providing the right tools to meet those needs quickly and accurately becomes a compelling part of the relationship.
One that is fast-emerging is a mapping application built on emma data and respondent survey intelligence from the Australian Bureau of Statistics.
geoemma, as the application is known, provides a fascinating dimension to media channel planning, in which clients and their agencies can drill down to so-called SA1 level demographic information. Essentially, it can help marketers come to grips with what a neighbourhood of 400 people think and feel, how it shops, where they intend to holiday, the type of media they consume, and a lot more.
Playing with geoemma is a lot of fun. For example, if you profile Conde Nast’s Travel magazine across Sydney, you’ll see that readers live in the wealthy north and east of the city. Profile one of my favourite reads, Australian Motor Cycle, and it reveals an engaged readership in the less wealthy west.
This frivolous playing aside, geoemma provides an opportunity to target prospective buyers almost at street level, while also gaining greater assurance about which publications would provide the best return on investment from the available advertising dollars.
Innovation on this scale is becoming increasing common from newspaper publishers.
In the last eight months, they have created a Reader Engagement metric that surpasses any other in the world, launched a digital platform to buy newspaper ads, called Bid on Print, and put into market a unique, interactive Newspaper Locator that maps more than 500 titles and provides essential data, including readership and circulation numbers.
Within each of the major publishers, new structures have been put in place to create deeper client engagement to ensure commercial relationships focus on solutions rather than channels.
Amid all this activity, the newspaper sector continues to deliver impressive audience reach through its newspapers and digital properties. In the maelstrom of claims about the legitimacy of some digital advertising, those who have moved away from print media – be it newspaper or magazines – would do well to reconsider these trusted alternatives once more.
Mark Hollands is chief executive of The Newspaper Works