About our Metropolitan Newspapers The absorbing, dynamic and reputable nature of newspapers provides a platform for advertisers to powerfully connect with consumers and affect behavioural change. News Limited Newspaper’s powerful reach provides an ability to influence Australian consumers, engaged in specific areas of interest and rewarding content. Consumers consistently agree newspapers are the best medium for understanding what’s happening in the world and generally staying connected. Due to the broad span of content newspapers contain, readers can also access subjects they wouldn’t normally read about. In fact 62% of readers say ‘it helps them come to grips with a wide variety of subjects’*. This insight has significant implications for advertisers. News Limited newspapers deliver a ‘missed majority’ of consumers who have genuine category interest, but do not seek out information via specialist publications like magazines or websites. They are in an open and exploring mindset and are looking to be enriched by new issues and ideas as well as advertisements they see in News Limited newspapers. 61% of readers say newspapers ‘connect me to the world around me’*. Publishing one national and 15 daily and Sunday newspapers, News Limited provides editorial coverage in every state with mastheads that truly reflect Australian life and the communities they serve. As well as being at the forefront of delivering the news, our mastheads inform, educate and entertain a loyal base of readers throughout Australia. In addition to delivering local and international news, they are constantly adapting to the changing lifestyles and interests of an evolving population through specific products aimed at a diverse range of readers. *Reader Relationship study conducted by TNS 2007.
Six Strategic Roles of Newspaper Advertising There are many ways to create powerful connections with readers when you advertise in newspapers; whether the story you’re telling is intended to inform, entertain, inspire, stimulate thinking, generate feelings or change behaviour. Research conducted internationally and in Australia indicates that advertising campaigns that include newspapers can be twice as effective as those that don’t, and has identified a range of distinct, but not mutually exclusive strategic roles that newspapers can play to create connections.
Six strategic roles of newspapers for advertisers As part of a continuing series from the Newspaper Works, News Limited will showcase how the six strategic roles of newspapers can be implemented across key product categories.
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