The industry body for newspapers, The Newspaper Works, has launched a quarterly report that analyses the depth and breadth of newspaper audiences across platform in a bid to counter some of what it calls "uninformed comment" surrounding the industry.
CEO of The Newspaper Works, Mark Hollands explains that “The Works” report aims to offer further evidence alongside circulation data and encourage advertisers to reconsider print advertising.
“The audiences who engage with newspapers and their digital assets are huge,” he said. “At least five media agencies bosses have said this year, the decline is ad spend in print is an over-reaction, out of synch with reality and needs to change to better reflect the potential of advertisers’ profitable engagement with newspaper audiences. The quarterly report supports that contention with data from Emma and Nielsen Online Ratings.”
The report was created with the use of Emma (Enhanced Media Metrics Australia) data and Hollands believes it will highlight that newspaper journalism in print and digital formats creates and continues to attract significant audiences.
“Emma has an enormous bank of product data that can be calibrated against readership – that is, we can demonstrate that readers of newspapers spend more in a supermarket than non-readers, or that 43% of all new cars will be bought in regional Australia, and the majority of those will be sedans.”
“I believe the report provides sufficient evidence to justify either greater commitment or validation on the part of advertisers, or it should at least provoke re-consideration by those who remain open to the potential of all marketing channels.”
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