News Media_

Build your brand and drive sales through the power of trust

Australian news media reaches nine in ten Australians (94%), or 17.6 million people aged 14+

When brands combine TV + Newspapers, a 10% increase in detailed memory encoding is apparent among consumers

Of Auto consumer say ads in newspapers influence their purchase behaviour. 48% are influenced by ads in digital news sites

Newspaper advertising reaches over 2.7 million Australians by lunchtime

Why News Media_

Trust + -

Recent studies into consumer trust in content and advertising across media channels found a direct correlation between the two, with ads in news media ranked as the most trusted.

The Power of 17.6 Million + -

Australian news media reaches nine in ten Australians (94%), or 17.6 million people aged 14+.

Recall + -

Newspapers outperform nine of the ten tested media platforms for gaining cut through and lifting recall, with an average of one-in-three buyers (39%) saying they recall seeing a print ad at the outset of their buying cycle.

Useful Links_

ADTRUST STUDY

AdTrust, an Australian study by NewsMediaWorks, looked into consumer trust in content and advertising across media channels and found a direct correlation between the two, with ads in news media ranked as the most trusted.

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MARK RITSON ON EFFECTIVENESS

“I’m not saying don’t do the short term stuff, I’m saying get it in proportion,” he told attendees.

Quoting PepsiCo CFO Hugh Johnston, Ritson quipped, “Any idiot can do short term, any idiot can do long term, the trick is to do both.”

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AUTO ADVERTISING: THE PATH TO PURCHASE

What factors influence Australians when they’re shopping for a car? New research conducted by NewsMediaWorks takes a deep dive into what drives purchase intent across key categories.

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“Businesses must consider brands as assets - as tangible as plant equipment, buildings and people. In fact brands are among the more lasting investments that can be made.”

- Joan Withers MBA, CFInstD -

“Long-term results cannot be achieved by piling short-term results on short-term results.”

- Peter Drucker, 1993 -

“Sustaining an audience is hard, it demands a consistency of thought, of purpose, and of action over a long period of time”

- Bruce Springsteen - Quoted in “The three C’s of customer satisfaction” McKinsey & Co, March 2014

The Power of Advertising

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