DOs - The Newspaper Works
Contents
1. deliver key findings from report phased briefings PASE r S ee On request via Effectiveness Champions for sales force briefings VER EROR teams presenting more broadly post launch Launch components PR activity Combined briefing to key press trade journalists gt e CEO exclusives offered to The Aus SMH amp AFR e Video segments offered exclusively to trade press website eg Adnews 3 e Demo cuts released mid March provide additional PR opportunity Report distribution e Advance copies to industry figures for PR commentary e Copies to publisher sites e 400 copies mailed by The Newspaper Works to i S e Leave behinds at media agency presentations e Website download and registration for hard copy mail out Media Agency presentations 35 media agencies to be targeted by The Newspaper Works Sydney w c 15 February Melbourne w c 22 February Brisbane w c 8 March Timing pending confirmation of CEO s PR activity scheduling senior agency personnel Management Planning Directors Strategists communication planning influencers only to attend Joint senior level publisher representation requested Presentation of key findings 25 minutes maximum When meetings are finalised a meeting schedule will be circulated for publishers to nominate representatives Rollout calendar Newspapers Today II E newsletter teaser Effectiveness Champion briefings2. Sale force pr e alert Chapter 1 video PDF Brief CEOs sales directors on content Prepare website content and upload PR briefing key journas trade CEO exclusives conducted with journos Reminder e alert to sales forces Prepare report mail out x400 Media commences Chapter 1 version Press and online commence Chapter 1 Sydney media agency briefings PR website content YauTube Full database launch e alert incl Chapter 1 video Report mail out Sales force e alert Chapter 2 videa PDF Media continues Chapter 2 Press and online continues Chapter 2 Melbourne media agency briefings Sales force e alert Chapter 3 videa PDF Feb e newsletter full blast incl Exec Summary Media continues Chapter 3 Press and online continues Chapter 3 Sales farce e alert Exec Summ PDF training affer Brisbane media agency briefings Media continues Three chapters rotating Report demo cuts uplaaded PDFs full blast e alert ROLLOUT CALENDAR AS 21 JAN 2010 nci The FER MT WT F 5 amp 5 5 MT WT F 5 25 26 27 28 29 30 31 i 7 11 12 13 14 15 16 17 18 19 20 rr uu M T 8 W 9 10 T F 11 12 5 5 13 1 Sales force support materials e Video segments providing key findings in easy viewing form for initial education training and for subsequent use embedded into own presentations by sales forces where applicable e PPT presentation version of full finding
3. website for the full PDF summaries 5 Presentation Approach Suggested Don ts Follow up Presentations If your contact indicates they ve already seen the report don t put your copy away avoid referencing utilising it during course your conversation Use as active tool as per Suggested Do s previously outlined for follow up presentations Don t do all the talking Engage the planner in your discussions and ask questions that are also relevant to their clients business eg What are their overall impressions of the findings What relevance do the findings have in particular to their clients business and or briefs they re currently working on Are there any particular targets they would like the Newspapers Today data cut by so that it is more specific to their clients needs Practical How to use data from Chapter One to Make a case for newspapers Examples how use report content build case for newspapers and answer a client brief Top tips e Look for language in the brief or from discussions with the planner that be applied to the audience examples follow e Think about the task that needs to be achieved Will the absorbing dynamic or reputable nature of newspapers help Compile data from all sources to create your argument Dontfeel like you need to include everything Make sure yo
4. Print amp 4 4 4 i n oe E MANUAL Newspapers part Introduction The Newspapers Today Print amp Online Part Il User Manual is a support tool for sales forces as they take the report to market and engage with those responsible for the channel media selection Please note that this manual is intended for publisher use only and should not be distributed broadly If there are any other areas you would like input or support on beyond the scope of this manual please contact your trade marketing team or Lucia Elliott Lisa Overall at The Newspaper Works on 02 9692 6300 or via luciaelliottothenewspaperworks com au lisaoverall thenewspaperworks com au Thank in advance for the important role you re playing in engaging the media planning community and the broader industry launching Newspapers Today Part Il Contents e Background amp report content Rollout strategy Launch process Launch components Media agency presentations Rollout calendar e Sales force support materials e Practical applications in market Draft Q amp A questions e Report background amp key findings Background Part 1 of Newspapers Today Print which was released in July 2008 explored newspapers relevance and identified a unique positioning for the medium in the minds of Australian consumers within the modern media landscape It also pro
5. d then ask questions that are relevant to their target audience and their brands It will be a missed opportunity if the report is presented at the outset in a larger broader forum because the client specific conversations are less likely to occur Ascertain if your contact recalls seeing Newspapers Today Part Establishing this fact will help you to weight the time emphasis you place on particular sections Provide the hard copy of the report as a leave behind for strategists to read after the presentation Follow up approximately a fortnight later asking if they have any further questions or if they would like the results from Newspapers Today Part II cut by their target audience 1 2 Presentation Approach A Suggested Do s Follow up Presentations If your key contact has been exposed to the report already perhaps you might pull out post it note a couple of points relevant to their business to draw their attention to it and reinforce what they ve already seen Alternatively you could use it as an opportunity to provide additional copies for their clients The report s value comes from getting the strategist or advertiser talking about a brief they re working on identifying the strategic role and discussing the merits of newspapers that context The three defining attributes of newspapers will always combine to deliver an unrivalled opportunity for advertisers to connect powerfully with consumers irrespective o
6. e news Concentrate on content when use Find version easiest to navigate Unexpectedly find topics of interest Use on multiple occasions throughout the day Get quick fix of news and info Use for short periods but more frequently Printed newspapers Newspaper websites nr convenience quick overview video and easy follow Peter 42 newspaper websites My coffee would not be the same without it Doriette 49 newspapers Case Study Red Dawn Editorial is treated uniquely reinforcing the distinct role each newspaper format plays for consumers immediate news amp links detailed insightful complete experience special Dusty doomsday Broken Hill Bathurst How to use data from Chapter Three to respond to a statement like Newspapers are increasingly irrelevant couple slides counter this perception Measures Newspapers were measured against the most onversationa Credible contemporary brands nine measures relevant Aggregate score on three themes to any brand PEER Here you can see 1 newspapers keep very good company indeed Absorbing Dynamic Reputable Genuine MEE o VIA LE gt SS We y Draft Questions An extensive range of Q amp As have been identified in consultation with sales directors and are currently being pr
7. ely impacted how lt brand gt is perceivec addressed in communication Content in this medium is generally better 2007 H 2009 IS re er respect respected than in other media Newspapers 6 their content a state of mind that Newspapers might difficult tO create Newspaper websites elsewhere or be achieved pem by a brand alone it s a positive environment to Radio Internet excluding email 7 15 inte rest fro Im amp newspaper websites MEE Wo TA ASSET VERA AS NY How to use data from Chapter One to respond to a statement like Newspapers are not capable of driving emotion couple slides that to counter this perception Newspaper reading relaxed astonished motivated absorbed annoyed puzzled interested enlightened impressed amused comfy good sad happy surpnsea involved curious despair angry satisfied ANtICIP ation pity WOTTIEC shocked uplifted contented likely reflection of the degree mental engagement newspaper reading attracts AMNA HW CS SSN We y Data that supplements the claim newspapers can build emotion Newspapers Today Print amp Online How Retail Advertising in Newspapers works best Newspapers help build an instant brand NESCAFE pias Greenblend p Bo I m mentally engaged when consuming this medium Newspapers amp their websites Ne
8. epared They will answer general questions about the report as well as those relating specifically to the findings in each chapter However there may be more so we would appreciate you getting back to us with those you think you will be likely to field in market An A4 PDF will then be produced and distributed for use by sales forces Please forward questions to luciaelliott thenewspaperworks com au by Tuesday 9 February Thank you
9. f the strategic role so continue to reinforce them Wherever possible use the report as a platform to discuss practical applications rather than generic ones Use the report content immediately in your responses to client briefs It need only be one or two stats to help support your case but it may also give you the opening to discuss the content further with planners strategists 1 2 Presentation Approach Suggested Don ts Follow up Presentations This report provides with opportunity engage with media planners strategists so don t miss the chance by making a mass drop off of the printed report Otherwise key targets won t give the report due consideration if it doesn t form part of a presentation face to face conversation If your contact requests a soft copy without having been presented to press for a presentation If this is not achievable within the first few weeks of the report s launch then ensure a hard copy of the report is delivered as well rather than just a soft copy It s more likely to be read than the PDF version The soft copy should be a back up only for key senior targets If you feel you have an excess of hard copies at your disposal please contact admin thenewspaperworks com au and we will have them collected and redistributed The 44pp printed report which is expensive to produce is intended for senior key contacts Others download the from our
10. mpted the need for a greater understanding of the relationship between printed newspaper and newspaper websites The three chapters of Newspapers Today Part 2 provide Ahealth check on newspapers unique positioning two years on Evidence that will combat misconceptions that newspaper websites cannibalising printed newspapers and c Afresh take on how Australians perceive newspapers as brands in their own right In all they demonstrate that Newspapers and their websites are a powerhouse for Australian consumers The three chapters 1 Health check 2 years on newspapers hold an even stronger position in the minds of Australians Australians see newspapers as powerful multi complementary roles Newspaper websites are dimensional 2 Mythbusting not cannibalising printed brands newspapers Newspapers and their websites play 5 A fresh take Chapter 1 Health Check Newspaper and their websites are seen more Absorbing Dynamic Reputable than other media Since 2007 newspapers and their websites have grown on average 4547 across these three measures further cementing their leadership status as a compelling communication platform Chapter 2 Mythbusting Newspapers complemented cannibalised websites Reciprocity between newspapers and their websites exists because they each play distinct roles which complement each o
11. ns used newspapers and their websites It also helped identify themes for further exploration in quantitative research How was quantitative research used in this study e Quantitative Research uses structured questions conducted in surveys often online where the response options are pre determined and involve large respondent numbers concerns itself with objective quantified and statistically valid measures What when who how people think and act as they do t was used in this study to determine what had changed in relation to Newspapers unique positioning since 2007 How dual users of newspapers and their websites use each respective platform How newspapers and their websites performed as brands compared to well known contemporary brands e Fieldwork was undertaken between 30 Jan 7 Feb 2009 with 1 029 Australians aged 14 69 Quotas were imposed on age gender and geography and the data post weight to known population characteristics as per the Australian Bureau of statistics to ensure it was an accurate representation of the Australian population e Figures in the report are accurate to within 3 at the 95 confidence interval 1 Presentation Approach Suggested Do s First Presentations or c Organise one on one presentations with media strategists and planners first The benefit of doing so is that it will give strategists a chance to digest the information an
12. s to cut and paste into own presentations PDF summaries to use as talkers leave behinds with clients see following page for examples e Chapter 1 Unique positioning of newspapers two years e Chapter 2 The complementary roles e Chapter 3 Newspapers as multi dimensional brands Executive Summary of full findings e User manual how to use findings from NT2 in responding to briefs pitches Q amp A crib sheet e Demographic cuts in PPT PDF form released mid March wu B ag 1 m x s d v3 l gt lt b yr i m a P PDF summaries for each of the chapters provide you with a simple and portable way to deliver the key findings from the report when time pressures don t allow for a comprehensive presentation print amp Newspapers Today Oning ee gt 22 pS Et A pe Research How was qualitative research used in this study e Qualitative research was conducted in December 2007 by independent market research company Leading Edge e Eight focus groups and four in depth interviews were conducted in both metro regional locations Sydney Melbourne Orange All participants were regular users of newspapers in print and online and were aged from 18 61 e The qualitative study was undertaken to help understand how and why Australia
13. ther Together they provide better access for users and make for a richer reading expenence Chapter 3 A fresh take on newspapers Newspapers have transformed into powerful multi platform brands The expansion of newspapers online and into mobile has renewed newspapers in the minds of Australians They are seen as contemporary brands that compare very favourably to iconic digital brands Rollout Strategy There is a lot to communicate from the findings of Newspapers Today Part 2 As each chapter operate as standalone combine provide holistic perspective the rollout will be phased so that communication of the findings are clearly defined The phasing of these chapters will apply in a number of ways Video segments four in total one for each chapter Exec Summary Press and online advertising three ads featuring each chapter s killer findings e Medial bite size findings from each chapter phased over three weeks e PR activity Three CEO interviews focusing on different chapters Support materials eg PDFs for each chapter Exec Summary version Launch process publishers Effectiveness Champion briefings Contact point for sales force support materials 2 5 Feb Sales Director briefings For those attending media agency presentations 10 12 Feb SEO Ore TI Preparation for launch exclusive interviews Sales force e alert den Video chapters
14. u edit the presentation to it completely relevant Communication challenge lt Api erates in a highly contested advertisers who ne more than we do UU Ed concentrate on the content when using this medium Newspapers amp their websites Newspapers Newspaper websites FTA TV Magazines Radio Internet excluding email amp newspaper websites 2007 2009 59 pepe m ur Mmm mm V ogg p ur A uh d B etti wt point diffe erence 14 10 13 12 newspapers can Offer adsorbing gside many I This brand needs attention A medium that has it s users undivided attention Is an attractive proposition SS ESAT HW CS SSN Communication challenges e xBrand needs to establish a leadership status newspapers can offer dynamic The content of this medium shapes what the important issues of the day are Newspapers amp their websites Newspapers Newspaper websites FTA TV Magazines Radio Internet excluding email amp newspaper websites 2007 2009 57 zu 38 A leader sets the agenda moves first Newspapers drive the news cycle break big stories and influence content other media his is a great environment for advertisers to borrow association SS ESAT TENAS CS SSN We y newspapers can offer Communication challenges bad PR has negativ
15. while their websites grow suggesting Total annual usage of Metro National newspapers amp newspaper websites 4 000 M Metro National newspapers total annual reading millions All 14 e Metro National newspaper websites total annual traffic millions JUN SEP DEC MAR JUN SEP DEC MAR JUN SEP DEC MAR JUN SEP 06 06 06 07 07 07 07 08 08 08 08 09 09 09 Newspaper footprints expanding and or some Australians are using both formats to a greater degree AMNA TENAS CS SSN We y How use data from Chapter Two respond statements like Why would people use both a newspaper amp its website A few slides that you might use to respond to this statement or query raised by agencies and clients Newspapers offer different reasons for Different reasons for usage usage compared to their websites lll Printed newspapers I Newspaper websites Up to date 64 Newspapers are about providing a mind m expanding read coverage while their websites de scratch the news itch and opinion For a new perspective Newspapers play a distinct role to their websites making them a complementary fit Mindset amp need state for newspapers and their websites Fast access Reading is more relaxing Spend more time a single sitting Take time out for myself when I use Take my time to browse th
16. wspapers Newspaper websites FTA TV Magazines Radio Internet excluding email amp newspaper websites fi Seeeeeeeeeeeeeeeeeeees AFFINITY Take it home with pride Take it home with pride OM DER RRR RRR RE R ERE ES EEE ES Take it home with pride Retail average B Woolworths Home Brand Increasing Trust and Enthusiasm with television Reducing Detachment and Confusion with television Confusion Engaged _ Relaxed Detached Dislike How to use data to respond to a statement like Newspapers are not interactive A couple of slides that help counter this perception How people interact with printed newspapers and newspaper websites Printed newspaper O Newspaper website 47 read letters 32 followed up stories ads of 11 interest contributed to letters to editor to editor 48 visited website phoned from ad comp 63 talked about stories 48 talked about stories Vi a Ww E d photo wv i d e galleries emailed Stories to others contributed to blogs comments subscribed to RSS shared content via social network Newspapers provide inputs for interactivity HWS SSNS We How to use data from Chapter Two to respond to statements like Newspapers are losing readers to their websites A slide that could be used to respond to this statement Syndicated data shows newspapers remain constant
Download Pdf Manuals
Related Search