The State of Australian Newspapers

1. The State of Australian Newspapers June 2010

2. Established in 2006 by: • News Limited • Fairfax Media (including Rural Press) • APN News and Media • West Australian Newspapers • Represents paid national, metropolitan, regional and community titles.

3. Lucia Elliott Marketing Director Ex Client/Ad Agency Tony Hale CEO Ex Ad Agency Simon Baty Research Manager Ex Research Agency Jaclyn Larkin Office Manager Ex Ad Agency Michelle Narayan Web Editor Ex Digital Agency Anne Nolan Commercial Services Director Ex Client/ Newspaper Publisher

4. To promote newspapers as a powerful medium for advertisers

5. Debunking commonly held myths with hard facts Global & local examples of newspapers’ versatility What Australians think of/how they use newspapers How Australians respond to newspaper advertising

8. Australian publishers have established strong online assets

10. 2010 Nielsen Internet & Technology Report – March 2010

12. 4,000 [M] METRO/NATIONAL NEWSPAPER TOTAL ANNUAL READING (MILLIONS) All 14+ Series break – New readership question phased in Newspaper source: Roy Morgan Research Single Source, Website data from Nielsen//Net Ratings Market Intelligence ADUBs. Data aggregated and annualised by The Newspaper Works METRO/NATIONAL NEWSPAPER WEBSITE TOTAL ANNUAL TRAFFIC (MILLIONS ) 0 SEP- 09 DEC-09 MAR- 10 SEP-06 JUN - 08 JUN - 06 DEC-06 MAR-07 JUN -07 SEP -07 MAR - 08 SEP - 08 DEC- 08 JUN- 09 DEC -07 MAR- 09

16. Estimated newspaper publishing market decline in OECD countries, 2007-2009 THE EVOLUTION OF NEWS AND THE INTERNET Sources: OECD calculations based on data of PricewaterhouseCoopers LLP, published in PwC (2009a).

19. Newspapers are dynamicthey set the agenda on a daily basis

21. Real time record of events Best job in the world went around the world From fuzz to buzz

24. Please indicate the media which best help you form your views on each topic/issue. Please select as many or as few as you feel apply for each topic. Celsius Research Feb 2009, Australian s 14-69 (n= 1,029 )

25. Please indicate the media which best help you form your views on each topic/issue. Please select as many or as few as you feel apply for each topic. Celsius Research Feb 2009, Australian s 14-69 (n= 1,029 )

26. H O W N E W S P A P E R S R A N K

27. “Ads here are usually believable” 27% Reinforced by international research NEWSPAPERS & THEIR WEBSITES NEWSPAPERS & THEIR WEBSITES 23% NEWSPAPERS 11% NEWSPAPERS NEWSPAPER WEBSITES 21% FTA TV NEWSPAPER WEBSITES 13% MAGAZINES 15% RADIO 7% FTA TV INTERNET EXCL EMAIL & NEWSPAPERS Celsius Research Feb 2009, Australian s 14-69 (n= 1,029 )

28. HOW AUSTRALIANS RESPOND TO GOVERNMENT ADVERTISING IN NEWSPAPERS

29. In-depth study of government advertising in newspapers • Commissioned by The Newspaper Works/ conducted by Ipsos MediaCT • 36 ads tested (Federal and State governments) • 1,525 Australians aged 16+ • 4,500+ advertising observations, 100+ per ad • Methodology based on The Newspaper Effectiveness Metric

31. General Perceptions Specific learnings by department Creative Development Considerations Impact of creative as a fundamental component driving newspaper effectiveness Key themes for creative development from database of 160+ ads How Australians view government communications in newspapers

33. Newspapers are considered highly appropriate for government messages Q: We’d like to ask you about government initiatives. For each of the initiatives please tell us which media are appropriate for the government to advertise that initiative. You can select more than one media for each initiative. Average score for each medium across all initiatives featured in the research.

34. Government advertising in newspapers is memorable

35. Government advertising in newspapers is persuasive

36. Case study: National Drug Campaign

37. Govt Average All 16+ 16-24 year olds

38. 15 Government average Ad recognition% Which of these newspaper ads have you seen? 30 All 16+ 45 16-24 y.o 48 Government average Advertiser linkage % You mentioned you had seen this newspaper ad. Who is the message coming from? 56 All 16+ 64 16-24 y.o Extremely good recognition and advertiser linkage

39. 40 Government average Memorability Practically everyone/most people would notice & remember this ad 83 All 16+ 80 16-24 y.o 29 Government average Persuasion I’m a lot/little more concerned about it 54 All 16+ 66 16-24 y.o An extraordinarily engaging, memorable and persuasive ad – amongst all people, but especially those aged 16-24.

40. Astonishing visual appeal/impact Has a great photo/image Doesn’t grab my attention Catches my eye Looks dull & boring Looks good Government average Headline made me want to stop and read more Similar to all other govt ads All 16+ 16-24 y.o Easy to understand Is cluttered Has too much information Highlights an important part of the issue

41. Attention grabbing, relevant & believable For people like me Provides the necessary information Likely to get people talking Provides important information Imaginative Government average Attention grabbing Believable All 16+ 16-24 y.o Convincing Confronting Offensive

42. Almost 90% could replay the intended message, encouragingly marginally higher amongst the younger audience.

43. Raising awareness A strong performer communicating the negative outcomes of taking ice – for those 16-24 and all people 38 Government average 57 All 16+ 63 16-24 y.o 31 Government average Changing attitudes Clearly changes people’s perceptions of the risks associated with ice 79 All 16+ 80 16-24 y.o An extraordinarily engaging, memorable and persuasive ad – amongst all people, but especially amongst those aged 16-24.

45. 5 guiding principles for developing government creative

46. Some guiding principles for creative • Strong straightforward visuals create impact and memorability. • Strong headlines are more convincing and get people talking. • A high quality ‘look’ can lend credibility to your message. • The easier to understand, the more persuasive your message. • Cluttered adsare more likely to be overlooked.

47. INSPIRATION