Traditional media reaping benefits of Black Friday sales

By Mariam Cheik-Hussein | 29 November 2019
Lou Barrett

News Corp Australia is seeing an increase in advertising around Black Friday, as the US holiday sales spikes in Australia.

According to reports, retail spending in November overtook sales in December for the first time in 2016, with the help of Black Friday and Singles Day sale events.

Advertising around the day has followed, with News Corp Australia’s booking for its metro papers increasing year-on-year.

National sales managing director Lou Barrett says strong demand in the Herald Sun, The Daily Telegraph and The Advertiser around Black Friday and Cyber Monday sales reflected advertisers’ need to attract a mass audience.

“Newspapers remain highly effective in delivering mass awareness and consideration of a brand to audiences,” she says.

“Consumers trust brands according to where they advertise and advertisers trust premium environments such as those offered by our news brands.

“The fact advertising has been so disrupted means the options available to talk to a mass market is only going to grow in importance.”

A total of 29 brands advertised with News Corp’s papers, such as Harvey Norman, Myer, Coles, Amazon Australia and Kmart.

 

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