Fairfax publishes print editions of web sites
Fairfax Media will today distribute print editions of its online mastheads in Queensland and WA.
In a move which the company is describing as a “one-off promotion”, it will distribute a free 24-page tabloid under the brisbanetimes. com.au and WAtoday.com.au mastheads. Each have 15,000 print runs and are being distributed at key points in Brisbane and Perth. ING also has strong branding across the Fairfax websites today.
According to the company, the paper “will showcase breaking news, lifestyle, technology and sports stories from the editorial teams of Fairfax Digital’s to dedicated online news sites”.
The publication will also include an insert from ING Direct. The company is also giving away 15,000 ING cover wrapped copies of the Sydney Morning Herald and The Age in Melbourne as part of the promotion.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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WTF?
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I’m somewhat shocked to learn that there’s enough original content in WAtoday to fill out a 24 page tabloid.
I’ll have to grab a copy and count the number of stories about things that happened in the Sydney District Court.
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My my my…obviously OFF=ON and ON=OFF are powerful trends within digital but I never thought I would see it extend to a news site being printed to paper and given away. I am not sure whether to applaud their initiative and ‘in the trenches’ thinking or howl with laughter at the futility of it all.
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Mind Blowing… Only Fairfax, in their infinite wisdom, could have come up with this…
Fairfax Board Meeting: “I’ve got it!!!… People like our websites? But they won’t buy our newspapers… we’ll…. just PRINT our WEBSITES”… loud applause follows.
What a total stroke of genius.
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I wonder if the starting point for the exercise was a conversation with ING who wanted to do a cover wrap with national reach. if that’s the case, then this is a pretty interesting solution.
Cheers,
Tim – Mumbrella
It’s called a cross-media promotion I think…
I’m sure I’ve heard the term before….
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I thought this was a marketing blog…obviously Mitch is an accountant or engineer or something.
Good or bad, it’s a marketing campaign people – presumably to build awareness of their websites in Perth and Brisbane.
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OK, cross -media, but is it a good idea? Aren’t we evolved enough to cross market more intelligently? What happened to targeted marketing? Seems a throwaway answer, or am I missing something?
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