Comments on: Transparent SMH – great but late?

By: Adam Joseph

Adam Joseph — Thu, 26 Nov 2009 04:57:46 +0000

An update on this story from the PANPA Bulletin:

“Mark Fletcher, a Victorian newsagent who runs a blog for newsagents, said consumers’ reactions had been mixed. “It was hard to see that it was The Age,” he said. “People buying the newspaper didn’t want to buy an ad… that’s probably not good for the newspaper.” However, he said he thought sales remained normal”

From here:
http://m2g.mail2grow.com/downl.....mber26.pdf

By: Gezza

Gezza — Mon, 23 Nov 2009 23:48:43 +0000

Final word to me.

Loved by media agencies because it shows how “creative” are. Reality for anyone who paid money to buy SMH and read the news (amazinly some people still do this) is that this is an annoyance and yet another piece of paper tp gop strait in the bin.

By: Bill Posters

Bill Posters — Mon, 23 Nov 2009 11:21:13 +0000

They’re in a bind. Printing the masthead on the ad gives editorial endorsement to it; leaving it off devalues the brand. Can’t win.

Shouldn’t play – these things just reek of desperation.

By: KS

KS — Mon, 23 Nov 2009 11:18:23 +0000

With all the waste in the world, who needs this kind of medium? Very irresponsible Toyota. I won’t be buying a Prado.

By: Adam Joseph

Adam Joseph — Mon, 23 Nov 2009 08:58:25 +0000

I think it’s a clever print execution and kudos to Toyota for getting it over the line.

I am on the other hand slightly amazed that the SMH and AGE editorial powers-that-be didn’t insist that the masthead logos were also printed on the ‘tracing paper’.

The Fairfax editors give the impression that they have so little love for their masthead brand that they’re happy to fully cover it up on the newsstand.

For me, that’s the most transparent thing in this whole episode.

By: mumbrella

mumbrella — Mon, 23 Nov 2009 08:47:11 +0000

Done, Ed. Ta also…

Cheers,

Tim – Mumbrella

By: ed

ed — Mon, 23 Nov 2009 08:32:28 +0000

Sorry to be a pedant – but the typo in that same sentence still isn’t fixed

By: MC

MC — Mon, 23 Nov 2009 05:39:20 +0000

Wow … so much negativity.
It doesn’t have to be creative – it has to create awareness and be persuasive with its audience – which it does. I am also interested on the Q re cost.

By: Sue

Sue — Mon, 23 Nov 2009 05:34:05 +0000

Gee guys I thought it was really creative – it can be recycled for cooking (stops the bix from sticking to the tray in case you didn’t know) or the kids can use it for drawing activities but not sure whether its best use is for selling cars….

By: matt

matt — Mon, 23 Nov 2009 04:51:56 +0000

I really liked it as an execution – hard to say new things about a 4WD, and it’s better than just mindlessly buying a DPS in the middle of the paper or in the FIN…

By: old_wireless gentleman_1944

old_wireless gentleman_1944 — Mon, 23 Nov 2009 04:44:33 +0000

wonder if newsnet would ever try and flog something this ‘impactful’ or whether it’s solely something you do for revenue at the end of the year when your audience stop buying your newspapers

By: mumbrella

mumbrella — Mon, 23 Nov 2009 04:42:42 +0000

Ta, JJ. Typo fixed. (A little update too. My newsagent has now sold out because they only received limited supplies.)

Cheers,

Tim – Mumbrella

By: Darren Horrigan

Darren Horrigan — Mon, 23 Nov 2009 04:39:20 +0000

Does anyone have any idea what that wraparound would have cost Toyota?

By: Greg

Greg — Mon, 23 Nov 2009 04:33:05 +0000

Angus have you ever seen a Prado out of the north shore????

By: J. Johnson

J. Johnson — Mon, 23 Nov 2009 04:32:00 +0000

Just a typo in the article if you’re up for fixing it – However, my local “newagent” is still none to happy.