Newspaper Works launches media agency push with iPads giveaway
Industry marketing body Newspaper Works has launched a push to persuade media agencies to stop thinking about newspapers in the “traditional sense”.
The programme – known as Integrate With Influence – saw newspaper bosses wining and dining agency CEOs in Sydney and Melbourne and presenting them with personalised iPads loaded with information.
These events will be followed by offering to facilitate workshops for agencies working on client briefs.
The strategy has been developed by Naked Communications who will also oversee the rollout of the workshops. Integrate With Influence is also backed by a blog-style website offering think pieces around publishing and training videos.
The move to target media agencies marks a change of tone for the organisation which is best known for its targeting of creatives through the Caxton Awards.
Greg Hywood, CEO of Fairfax Media, Kim Williams, CEO of News Limited, Brett Chenoweth, CEO APN News & Media and Chris Wharton CEO WA – Seven West Media attended the Sydney launch with Campbell Reid, group editorial director of News Limited as the guest speaker.
Tony Hale, CEO of The Newspaper Works, said: “Media agencies in Australia still see newspapers in a very traditional sense. The fact is that all major mastheads have been transformed in the digital age and now have larger, more engaged audiences than ever before, and audiences are continuing to grow.
“From a trade marketing perspective Integrate with Influence is one of the most significant projects we have undertaken to date at The Newspaper Works.”
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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I’m not sure a single video consisting of The Guardian’s ad suggests that they have a rich library of “training videos” as such.
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Right on Duke of Norfolk!!! But in fairness, the intro in that section does note that the training videos are ‘coming soon’. Appreciate you keeping us on our toes though. It will only make us hit ‘render’ faster. Thanking you squire.
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Those media agencies, in their hunger for new facts and ways of doing things, really are on the cutting edge eh. No wonder they’re entrusted with hundreds of millions of dollars. Quote:
“Media agencies in Australia still see newspapers in a very traditional sense. The fact is that all major mastheads have been transformed in the digital age and now have larger, more engaged audiences than ever before”.
This must be utterly frustrating for Tony Hale, whose gritted teetch one can almost hear as he hands out the bling…. on the theory that you give them an ipad and their inquiring minds will catch up pronto…or else they’ll take it home, have the kids wipe all that boring Newspaper content off it and turn up to work with it the next day feeling like they’ve finally joined the ranks of digital natives.
What a sophisticated industry we work in.
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Newspapers are moving from their existing ‘traditional environment’ into another now traditional environment – the internet. In doing so they are putting themselves in a larger competitive set where they are less likely to suceed. They are now competing in situ with radio, social sites, and TV. The ‘if you can’t beat them join them ‘ strategy is a result of shallow and outdated thinking. The content not the delivery is the important thing and newspapers need to find a way of being uniquely different, not essentially the same. Looking like they are doing something isn’t enough. As for the iPad, I wouldn’t want my media selected by anybody who doesn’t already have one.
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I don’t get this – the CEO’s are not doing the strategy nor the selection of mediums and I would guess that most CEO’s already have an ipad
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You’re right Karen H. Which is why the iPads were redirected to those responsible for strategy after the launch events.
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I would say the ipads were “redirected” to the children of the agency CEOs.
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Logic: FYI, redirected by The Newspaper Works after the event.
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