Dr Mumbo

Profiting from the Newspaper Death Sentence

Betting companies are becoming past masters at turning news events into lucrative PR opportunities with novelty markets, but the latest from William Hill will win them few favours among the hacks it’s hoping to get them to write about it.

Today the company circulated a press release sensitively titled ‘The Newspaper Death Sentence’, offering odds on which masthead will disappear first, five days after Fairfax boss Greg Hywood said it would eventually stop printing weekday editions.

The Age is the hot favourite at $2.60 followed by the Sydney Morning Herald on $3.20.

william hill newspaper closing market

And while these kind of markets are started by bookies to generate media attention, it’s fair to say this one has already backfired with the people they are hoping to win over, judging by the comments on social media.

Hopefully William Hill can pick up at least one of the subs to lose out in this mess to help them with their press releases, as this one seems fairly confused as to who the favourites actually are.

“On the back of Fairfax’s assessment, William Hill Australia has the Sydney Morning Herald as the most likely option at $3.70 closely followed by the Age at $3.50 and the Australian Financial Review at $4.50,” it says.

However the table of odds it puts out underneath that gives another story altogether.

First newspaper to stop printing weekday editions
Sydney Morning Herald 3.20
Daily Telegraph 8.50
The Australian 5.50
The Herald Sun 6.80
Australian Financial Review 4.80
The Age 2.60


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