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Newspaper Advertising… is it really worth it?

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21 March 2017

Newspaper Advertising… is it really worth it?

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Newspaper advertising can be one of those factors in a marketing plan that can often be brought into question. Is it worth it and can the growth in your brand reach justify the sizeable investment? Is your brand well known enough to extract the attention of a reader on their commute to work? Are newspapers simply on their way out?

Stating the obvious, advertising revenue is critical for the survival of companies like News Corp to ensure the future of print newspapers to offset the dwindling readership for hard copy publications. Rupert Murdoch is adamant that our appreciation and the tangible emotive interaction of handling a newspaper will result in there always being hard copy newspapers – the question is the prevalence and capacity. However, will the tangible appreciation of print outweigh the downturn spiral of advertising in print media and the rise of digital advertising?

Newspapers are great for building real estate brands

News Corp saw their revenue decrease for the Fiscal 2017 Second Quarter to $2.12 billion from $2.16 billion in 2016. However, News Corp CEO Robert Thomson commented that “our core platform has been bolstered by our rapid expansion in digital real estate, which is well on the way to becoming the largest contributor to our profitability. This segment posted another very strong quarter, with a 16% year-over-year revenue increase, improved margins and robust audience gains.” Media Corporations like News Corp realise the key role that the real estate industry plays in the future of their own companies.

  • The Daily Telegraph, The Australian and The Australian Financial Review were the only 3 newspapers in the country to have received an increase in readership. So it’s not all doom and gloom for newspapers.
  • This proves that newspapers and print media will still continue to play a large role in the Australian psyche and are an effective way of getting your brand into the public arena.

So is advertising in newspapers fundamental to the success of building a brand? Absolutely not. However combined with an innovative social media plan together with impactful print media, advertising in newspapers can still prove to be an incredibly powerful tool. The fact is that tomorrow approximately 850,000 Melburnians will pick up a copy of the Herald Sun or for Sydneysiders there’ll be 990,000 editions of the Daily Telegraph purchased. Newspapers also tend to target a older and wealthier demographic which is the kind of consumers that high end agencies want to target.

These readers will all flick past your ad, the question is whether or not they’ll stop and notice it? The answer to this the question is quite simple, how strong is your brand? Do people feel an emotion when they see your logo? The success of advertising in a newspaper or any form of print media is based on simply the strength of your brand. The NEO team collaborates with some of the strongest brands in this country. Brands that focus on one of the most important decisions that face Australians and all the emotions that come with that decision – the decision to buy or sell a home.

Clinton Daley, NEO Key Accounts Analyst
March 2017

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