The industry body for newspapers, The Newspaper Works, is attempting to make it simpler for media agencies to better plan newspaper advertising campaigns, with the launch of the Newspaper Locator tool.
The online tool which is hosted via the industry body's website, presents 500 newspapers across Australia, grouped into established television broadcast areas to assist with multi-platform campaign planning.
The Newspaper Locator provides users with searchable information for each masthead, including: name, location, distribution postcode, publisher network, type (National, Metro, Regional, Community), frequency, paid or free, advertising contact details, and emma readership data.
Last November The Newspaper Works launched a private online exchange to buy print advertising, named Bid on Print. At the time Newspaper Works CEO Mark Hollands told AdNews that the site is not a programmatic or real-time bidding exchange, rather the publisher selects inventory, applies a floor price and then sets a time frame in which the ad must be bought.
“Every publisher gets to put a floor price or a minimum price, so there’s no question of a race to the bottom, there’s no question of programmatic,” Hollands said. “This is very much an environment that allows publishers to state their minimum price and state their buy now price, it's a lot like consumer site eBay,” he said.
Hollands explained that the platform created by The Newspaper Works and Sydney-based company Publisher’s Internationalé, simply provides another way for media agencies to buy print inventory. There is no obligation to use the site if they don't want to. “All we have done is lay a new channel to market for print advertising,” Hollands said.
This new tool should simplify the buying of print advertising even further with Hollands explaining: “ Our research shows that accurately planning newspaper campaigns is something media agencies can find time consuming, so we’ve created the Newspaper Locator to help solve that channel planning issue.”
The launch of the tool is being supported by a trade marketing campaign across print, online, PR, direct communications and social media.
Watch the launch video below for yourself:
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