Date

Thu - 23.11.2017


Advertising

Rupert Murdoch's UK-based publishing group News International embarked on a multi-million pound advertising campaign beginning yesterday for its national Sunday tabloid paper News of The World (NOTW), MediaGuardian reported. The initiative, which touts the title's reputation for exclusive content, is being launched across outdoor and television platforms before a digital paywall is raised next month.

The TV ad, made by WCRS agency, includes the slogan "The Big Stories Start Here" and will strive to convince users that NOTW produces quality material. According to Brand Republic, the three-week long campaign will include some of the tabloid's biggest scoops, such as football team Chelsea's player John Terry's affair and Duchess of York Sarah Ferguson paying for access to her ex-husband Prince Andrew.

The paywall will incorporate a £1.99 (US$3.15) charge for a four-week subscription to online content, according to MediaGuardian. Users will have to pay £1 ($1.58) for a day's access while the iPad edition will cost £1.19 ($1.89) per week.

World-wide media and marketing company Mindshare was in charge of media handling and buying for the campaign, Brand Republic added.

Author

Alisa Zykova

Date

2010-09-28 17:55

Two Indian national dailies, The Hindu and The Times of India, have published "talking advertisements." The ads for a Volkswagen campaign uses a light sensitive speaker that has been placed on the newspapers, which broadcasts audio as light falls on the device, Journalism.co.uk reported yesterday.

The audio broadcasts play in an endless loop until the reader closes the newspaper, Reuters pointed out. While taking ads and moving ads have been tried before, "this must be the first time daily newspapers of the size and reach of ToI and Hindu have done it at a time when American newspapers like the New York Times and Washington Post are just about coming to terms with the reality of advertisements on the front page," Sans Serif pointed out.

The talking ads are being done for two days in a row. The first ad is featured in the Madras edition of yesterday's Hindu and today on Times of India for Bangalore, Mumbai, Pune and Delhi markets, according to Sans Serif. A light-sensitive speaker weighing not more than 10 to 15 grams is stuck on the extreme left panel of the Volkswagen ad found on the last page of the newspaper's.

Author

Savita Sauvin

Date

2010-09-22 17:22

Microsoft Thursday launched the Microsoft Advertising Exchange for Mobile, as well as Mobile Advertising SDK for Windows Phone 7, which it claims as the industry's first platform designed to sell mobile ad inventory via a real-time, auction bidding model, paidContent reported.

This announcement just came out before Microsoft's rollout of Windows Phone 7 operating system in October, which, according to Media Week, would encourages application developers for Windows Phone 7 to tap into the ad service to monetise their apps.

Raj Kapoor, global director for product planning and marketing for Microsoft Mobile Advertising, said in the blog that the exchange is partnering with several outside mobile ad nets, including Millennial Media, WHERE, InMobi and MobClix. However, it did not mention any plans to work with the two biggest mobile players, Google nor Apple.

Author

Erina Lin

Date

2010-09-17 23:43

To explore the potentials of mobile marketing for advertisers, ad agencies and retailers, Irish free commuter daily Metro Herald has partnered with a mobile Internet service company to provide users with quicker means to respond to advertisements on print by scanning QR codes, SiliconRepublic.com reported Tuesday.

As a part of the deal, the newspaper will work in tandem with the Digital Reach Group to use Quick Response (QR) codes on print advertisements. The Irish Independent explained how QR codes work: "QR codes are barcodes embedded in advertisements that can be scanned by a reader using their smartphone to access extra information on their phones." While enabling users access to additional content on mobile devices, a simple point and scan will allow them to download mobile apps, enter competitions, receive a special offer or voucher, call or text.

This move by the newspaper is aimed at boosting its advertising portfolio, by integrating the digital interactive response element to the print ad campaigns, according to SiliconRepublic.com.

Author

Savita Sauvin

Date

2010-09-17 16:36

The Washington Post will run a two-inch strip across the bottom of its front-page on Sunday, the UpshotNewsBlog on Yahoo reported yesterday.

For the very first time, the newspaper ran a cover-wrap ad campaign for Capital One on its Sept. 5 print edition, which gave information about the conversion of Chevy Chase Bank to Capital One, Edito & Publisher reported today.

Image: UpshotBlog on Yahoo! News

With a sharp decline in advertising revenues observed by all major print publications in recent times, many leading newspapers are embracing the front-page display ad as a creative route to maximise ad revenues, including The Wall Street Journal, The New York Times and The Los Angeles Times.

Author

Savita Sauvin

Date

2010-09-14 22:08

Total advertising in the United States jumped by 5.7 percent to US$63.6 billion in the first half of 2010, compared to the same time last year, according to media research company Kantar Media, AdWeek reported yesterday. However, the newspaper industry as a whole saw a 3 percent drop to $8.6 billion.

National newspapers saw a 7.1 percent growth in ad expenditure, reaching $1.2 billion, while Spanish-language titles experienced a 4.8 percent hike to $127 million. Market Watch pointed out that nationals saw increases as a result of gains at The Wall Street Journal. Meanwhile, ad spend at local papers decreased by 4.6 percent to US$ 7.3 billion.

"The rally in ad spending that has emerged from last year's collapse continued at a steady pace through the second quarter, even as softening economic data on retail sales, spending and employment began to raise concerns about the outlook for consumer activity," said Jon Swallen Kantar Media's Senior Vice President of Research, Ad Week reported.

According to Media Post, newspaper free standing inserts (FSIs) saw a 7.6 percent augmentation, "as consumer packaged goods marketers aggressively targeted value-conscious consumers with couponing programs."

Author

Alisa Zykova

Date

2010-09-14 19:56

Spending on Internet advertising is rapidly growing, according to the latest report from eMarketer and Starcom MediaVest, out today. Global ad spend online is forecast to hit US$96.8 billion by 2014, up from $55.2 billion in 2009, the Global Media Intelligence Report states, paidContent reported.

"Companies worldwide will spend nearly half a trillion dollars on advertising this year. But spending that money wisely is more of a challenge now than ever before because of the changes brought about by the growing importance of digital media," the report's summary states. "To meet that challenge, marketers need dependable data about evolving economic conditions, consumer spending patterns, media consumption habits and competitor spending levels. And multinational corporations and their agencies need to compare and contrast these trends across regions and countries.

Image: paidContent

In 2014, total ad spending in the Asia-Pacific region will reach $173.2 billion, according to the report, Bloomberg noted. Meanwhile, North America will still have a larger overall share, at 33.8 percent, or $190.6 billion.

Author

Leah McBride Mensching

Date

2010-09-13 23:54

Aiming to attract more advertisers from around the world, The New York Times has unveiled a new trade brand identity for its global sales team, called The New York Times Global, MarketingWeek.co.uk reported today.

Through this rebranding initiative, The Times' global sales team aims to target advertisers from Europe, Asia, the Middle East and Africa with multi-platform media solutions from the International Herald Tribune and the newspaper group.

"By rebranding our offering as The New York Times Global we aim to send a strong message that we can help our clients reach some of the most sought after audiences in the world, wherever they are in the world," Jean Christophe Demarta, vice president of international advertising at The New York Times Global, told MarketingWeek.

Author

Savita Sauvin

Date

2010-09-09 21:17

U.S. newspaper advertising revenue dropped 5.6 percent in the second quarter, but the decline rate has slowed down, according to the latest figures published by the Newspaper Association of America.

Overall spending in the second quarter was down from $6.82 billion to $6.44 billion year-over-year. Print ad revenue declined 7.6 percent to $5.6 billion, while online spending was up 14 percent to $743.9 million, and now represents 12 percent of total newspaper ad revenues, Media Buyer Planner reported.

Newspaper ad revenue has declined for 16 quarters in a row, but the 5.6 percent drop in the second quarter was an improvement - compared to 9.7 percent decrease in the first quarter and 23.7 percent decline in the fourth quarter of 2009, according to the AFP article posted on Google News.

"Despite a highly competitive environment, online advertising growth rebounded back into double digits, while declines in traditional revenue categories continue to moderate as the general advertising recovery progresses," said John Sturm, chief executive officer of the NAA, in a statement.

Author

Erina Lin

Date

2010-09-08 22:51

It isn't enough for newspapers to simply "be online," New York University Journalism Professor Jay Rosen told Le Monde. They must also put in place a payment plan, cater to the iPad or decide on a strategy that is "more radical," because Web-based ad revenues will not make up for declining print incomes.

The economic downturn was blamed for the drop in print ads, but publishers failed to recognise that advertisers would not be coming back, he said. A suitable economic model for dailies functioning alongside the Internet and tablets will have to include numerous revenue sources, each one delivering features on a smaller scale. For example, Rosen said that dailies could have one free and one payable application, have a part of the site that's free, or have specific information as paid-for features, but leave articles that contribute to the reputation of the title for free. Furthermore, the outlets could sell related products and services.

The difficulty might also be in sustaining the structure of the venture, taking into consideration that it was initially constructed to accommodate a different economic model. Rosen added that it might be simpler for titles that only recently emerged onto the market.

Author

Alisa Zykova

Date

2010-09-08 15:55

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