Agency people consider newspapers as ‘only good for cleaning windows’ suggests research
Nearly half of agency employees consider newspapers “only good for cleaning windows and BBQs” despite 26 per cent of media spent going straight to newspapers, new research from out of home company Adshel suggests.
The survey – based on responses to a “How in Love with Advertising Are you?” survey carried out by Adshel – appears to suggest the media consumption of people working within the industry differs widely from that of real Australians.
Quizzing over 1,000 people working in agencies, the survey found that 51 per cent of them think the secret to TV commercial success was “big budget productions with catchy jingles and celeb ambassadors”, despite more than half (63 per cent) of people leaving the room during TV commercial breaks.
Nicole McInnes, Adshel’s chief marketing and product officer said the survey “does challenge the media split in relation to how people today consume media.”
According to the survey 64 per cent of ad land people skip video ads, 21 per cent less than the public, while just over half of those surveyed (56 per cent) do not buy magazines, but instead use Buzzfeed as an entertainment source.
The ‘How in Love with Advertising Are You?’ survey follows on from the 2013 ‘How Agency are You?’ research which suggested more than twice as many Sydney agency people have eaten in trendy restaurant North Bondi Italian as have been to Parramatta.
Another blow for the newspaper/print industry which thinks everything is fine because readership is on the increase – which it is clearly not.
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@joe – This isn’t another blow at all, more a reflection that media agencies views of it are not in line with the general population, we live in a bubble and are not middle Australia. The print platform still provides huge audiences of scale, some more than mainstream TV products out here and is a channel that is here to stay for some time still. Aside from that I’d rather prefer we use audiences as a term oppose to newspapers as audiences will consume content when and where they want to. If anything the above reflects the gap in knowledge and experience of agency staff who think that newspapers play no role in a comms strategy….which is just not the case in reality.
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@mumbrella – I really have to question why you feel the need to post up that x% of agency folks think that newspapers are only worth using for cleaning windows/bbq’s – what is the value in this to anyone, anywhere?
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An OOH company did some research about advertising and neglected to ask a question about OOH advertising.
No, no bias whatsoever.
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Newspapers print has no measurement, it was the best time in adverting! no accountability or measurement! I hate digital….
Just get the junior burger to cut out the ads from weekend….
Ah the good old days..
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I wish I could use Mumbrella to clean things with.
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Dear Adshel,
Your “research” caught my eye earlier on today. I thought I would steal some inspiration from my good friend Mr Bass of Beatles and billion dollar spending power fame.
I see a cross section of highlights from your questionnaire but no reference to your own industry. I want it all! I am intrigued to see how many hours people spend looking at ads on buses and toilet doors. You seem to be the Invisible man of this survey. And as for the sample, of course it doesn’t reflect that of this great country. The media world is a bohemian rhapsody overflowing with hipsters, skinny lattes and facial hair. How could that possibly be a reflection of the real world outside of Surry Hills.
When it comes to newspapers (across all platforms) I was born to love you, these are the days of our lives but it’s a hard life for us now within the industry. It is too easy to jump on the bandwagon and put the platform under pressure but quality content will always shine through. I’m not sure when the last time I engaged with a billboard was, maybe around 2am last Friday night.
The news industry has one vision, to bring independent truth and social good to the masses within the great bicycle race of media. If TV are the fat bottomed girls, digital the princes of the universe and radio gaga then newspapers are somebody to love, because they go the extra mile to uncover the bad people in this world and ensure we hold those people accountable for their actions. I want to break free of this constant negativity that we feel we need to put on to our great news institutions. The show must go on, we are the champions of content so get involved and play the game.
I want to live forever so don’t stop me now. It is our collective responsibility to ensure that as a media industry we stay informed, educated and at the top of our game. Are Buzzfeed and The Kardashians going to make us the experts we need to be for our clients? You don’t fool me.
Thank you for your insightful research and inspiring me to speak up. Friends will be friends and this is all mean’t in good spirits but please can we put a halt on all this negativity and embrace all mediums, especially those that make a real difference to people’s lives.
Yours
Killer Queen
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The sad thing newspaper today aren’t even good for cleaning windows anymore. The recycled paper they use leaves a greyish streak on the glass. Have to use a shammy now.
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That was awesome Killer Queen.
The research woeful and flawed of course, reflecting only the morons with enough time in their hands to conduct it and complete it.
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Do many agencies prefer to hoodwink their clients and book traditional space because it pays them more comms / kickbacks from the publishers / media outlets and further earns them fortunes in expensive production costs?
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I can’t see where the data talks about Adshel’s medium (outdoor), and it’s perception amongst the media buying audience? This piece would hold more weight if those comparisons had been made.. Maybe I’ve missed something?
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Hey Moet, I find a chamois works better on my glass.
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Pretty sure this contradicts the whole point of Adshel’s last campaign…
https://mumbrella.com.au/sydney-agency-people-live-in-a-media-bubble-and-have-never-even-been-to-parramatta-suggests-study-167473
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Guys, you get that this is kind of a joke… yeah? Another survey they did was around ‘how agency are you’ and asked for the average price of a bag.
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So, Adshell is owned by http://www.apn.com.au/ which is also one of the biggest newspaper publishers in Australia… what’s going on?
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