News Limited and Carlton Draught partner to create weekly ‘pub newspaper’
News Limited and Carlton Draught have announced the launch of ‘The Carlton Draught’ a new dedicated pub newspaper, featuring content from free daily commuter newspaper mX, for the Melbourne market.
For the next six months, the weekly newspaper will be distributed to 30 pubs in inner metropolitan Melbourne in a campaign that will tie in with the 2013 AFL season.
According to the two companies there will be a combination unique and syndicated content with the focus content on the most ‘pub worthy’ news of the week along with sports news and AFL teams ahead of the weekend.
The masthead for the ‘pub newspaper’
“While some time conversation at the pub just flows, we know everyone’s had one of those days when they get to the pub a bit earlier than their mates; or they’re nervously awaiting a blind date to arrive; or simply stuck next to that really awkward work colleague,” said Alastair McCausland Carlton Draught marketing manager.
“Well, we thought for times like these, it would be great to give drinkers a little snapshot of the news of the week to help occupy them as they wait, or look busy enough so they don’t get disturbed.
“When we looked at partners, we thought ‘if mX actually made public transport less painful, imagine what would happen if we made a version specifically for the pub?’
News Australia Sales’ general manager Neil Robinson said of the campaign: “This creative collaboration between the mX team and Carlton Draught is a great example of how we can respond to an advertiser need with our powerful brands and our leading editorial to create an innovative, highly-targeted outcome for consumers.”
The dedicated paper is fully sponsored by Carlton Draught with all advertising space marketing the promotion activities of the beer brand.
The usual Friday mX edition in Melbourne will continue to be available for commuters from 2pm.
Nic Christensen
Credits:
- Client – Carlton & United Breweries (CUB)
- Creative agency – Clemenger BBDO Melbourne
- Media agency – Mediacom
brilliant idea.
finally sooooomething to read at the pub!
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Mick it will be featuring content from the free daily commuter newspaper mX, which is the only newspaper in the world produced for people who do not read.
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A Brisbane edition would have to be called mXXXX.
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Lindsay, sounds like they’ve cornered a niche market.
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The only newspapers i see at pubs are under the arms of punters – so i hope Carlton plan to include form guides.
ohhh or those piles of free music press (that never make it past getting the plastic trip cut off them.
everyone at the pub is on their smart phones. Surprised NewsLtd sis not share that insight *cough
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The only newspapers i see at pubs are under the arms of punters – so i hope Carlton plan to include form guides.
ohhh or those piles of free music press (that never make it past getting the plastic strip cut off them.
everyone at the pub is on their smart phones. Surprised NewsLtd did not share that insight *cough
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Brilliant idea! Had the mobile phone not been invented.
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Great idea. One: I don’t have to talk to my boring friends any longer and two: when I get really pissed I can argue with it and have a paper fight out the front…
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Reevesy – I also believe people at pubs sometimes are conversing with one another.
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Reevesy, thanks for the insight twice *cough…
I think it work okay, people still like to read a printed product…form guide, a bit of sport, some trivia, some news, some weird and wonderful…what’s the big deal if the occasional drinker puts down his/her phone and picks up a printed product?
Newspaper haters are a bit too righteous in their beliefs…
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30 pubs. This is massive!
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Love it when print tries to innovate, hope CUB didn’t actually pay for this…
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Is this off the back of some research suggesting Carlton Draught drinkers have no mates and like to drink at the bar on their own?
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hello custom publishing …
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Do they provide beer goggles to read with?
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Smart initiative, captive market, people want something to do while having a drink, and there is only so much quality sport
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I think we might be missing the point of the pub here…
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