News Corp unveils TV ads as multi-million dollar subscription campaign revs up
News Corp has unveiled the TV ads that will form a central pillar of its multi-million dollar ‘Extra Extra’ campaign to drive digital subscriptions.
The media company has developed commercials specific to the Daily Telegraph, Herald Sun, Courier Mail and The Advertiser, with the ads to air from Sunday.
The campaign is the work of Archibald Williams which was handed the New Corp creative account earlier this year.
The ads will push News Corp’s Plus subscription packages with the drive coinciding with the launch of iPad apps for the publications.
News Corp Australia group marketing director Damian Eales said the campaign will focus on News Corp’s journalists and columnists which he claimed are the “point of difference” between News Corp and other media firms and publications.
Each ad shows a single commuter on a train with a tablet, with many of the writers then appearing in the carriage as the reader flicks through the app.
“With the TVC, we are illustrating how our next generation metropolitan iPad apps bring the newspaper to life in a creative and imaginative way,” Eales said.
“Our journalists and journalism differentiates us from other news outlets. They are the reason why almost 4.5 million readers come to The Daily Telegraph; more than four million readers go to the Herald Sun; why more than three million readers turn to The Courier-Mail; and why almost 1.7 million readers engage with The Advertiser for the best news, sport and entertainment.
“By having our journalists and contributors feature with prominence in our campaign and TVCs, we are effectively communicating the core of what we offer readers.
“In addition, our recently launched iPad apps complete our multi-platform suite of products included in our digital subscription membership that give readers our unrestricted access to our content on any device at any time of the day.”
Credits:
Creative agency: Archibald / Williams
Media agency: UM
TVC Production Company: Goodoil Films
Edit & Post Production: Method Studios
Photography Production Company: The Incredible Picture Machine
Sound & Music: Nylon
Retouchers: Outpost
Readers don’t want someone watching over their shoulder, taking notes and sharing that info with unknown others.
When News wakes up to providing a cash-only subscription option, like prepaid card subscriptions, their numbers will take off.
That’s the experiential core of traditional newspapers – and it’s gone missing in this model.
Executive obstinacy on this point results in lousy figures. Board of News Ltd., take note: you’re being undermined by people without vision.
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Why would anyone subscribe to any Murdoch rag when you can usually pick up a copy for free at Maccas, pubs etc and the paywall is laughably easy to circumvent?
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Surely they should downplay those loony right winger columnists if they want to attract paying subscribers?
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Aahhh. The journalists we know and trust. They must have sacked all their loony right megaphones for the LNP.
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“Journalism” and “News Corp” is an oxymoron.
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Ann Onimous: Can you please tell me which loony right wing columnists you’re referring to? I’d like to know so I can avoid them. Even better if you wouldn’t mind naming the columnists I should be reading. Seriously; I’d like to know. Thanks.
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So many negative comments.
I for one am glad that News Corp is blowing more money this way. The quicker they spend it the quicker the company closes up shop.
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if you pay news corp you’re part of the problem.
boycott these turds
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I would be absolutely terrified if some of those ‘journalists’ suddenly appeared on the train next to me. And what on earth is the NSW premier Mike Baird doing agreeing to be in these commercials? This newspaper has him well and truly under the thumb and that’s a bad thing for the state. At least Barry o’Farrell knew their power was vastly overstated and mostly ignored them.
Regardless, this is just going to be more money down the toilet for News Corp. Daily Tele readers for the most part are not digital savvy, and it’s highly, highly unlikely they’d access the paper on a tablet.
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So many haters. I would make a constructive and supportive comment but feel it would be pointless.
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