Make your brand part of the conversation
Great content builds strong, engaged audiences. In an age where
audience attention is increasingly fragmented, offering the best content
to our readers, regardless of whether they choose to read it in print,
online, on their tablets or smartphones, is the core of what we do at
Fairfax Media.
Our audiences rely on us to have the best, fastest content - from
breaking news to in-depth investigations to hot video content. Our
readers take our content and make it their own, talking about it with
friends and family, sharing via social media and commenting on stories
online.
This engagement with our audience helps us build a direct connection
with our audience. That is of huge value to advertisers as they strive
to forge connections with their customers in a crowded market.
The Fairfax Media Network team will work in partnership with your
brand or client to determine the best approach, developing integrated
communications solutions across our portfolio; from our mass national
coverage and footprint, to niche and/or regional audiences.
Work with our team to make your brand part of that environment by
advertising with Fairfax Media. Call our Network team on 09 970 4000 or
04 474 0487 to find out how.
Fairfax Media Research
Fairfax Media has access to the latest media insights from around New Zealand and around the world.
The Network Research Team provides the latest media insights across the entire Fairfax Media portfolio.
Fairfax Media Reader Panels
Fairfax has developed a 'reader
community' to gain both consumer insight and a closer relation with our
readers allowing us to ask a range of questions (from content, to
connection/need fulfilment, to advertising, to brand positioning and
purchase drivers, to new product initiatives) on a regular basis,
providing quick turnaround and actionable insights.
We have used these insights to not only increase the level of engagement and depth of partnership between our papers and our readers, but also to gain media insights and knowledge for our advertisers.
Using the Fairfax Reader Panels has helped diverse clients from Mitre 10 to L'Oreal to the Wellington City Council better understand their customers/stakeholders.
This research programme won 2
Platinum awards in the 2008 MRSNZ awards. Best in Advertising &
Media, as well as the overall Innovation Award.
To find out how to learn more about our audiences using the reader panel please contact your Fairfax Account Manager.
Fairfax Media Research Case Studies
The latest learnings and developments from the Fairfax Media Network Research Team.
Case Study 1
Mitre 10 Newspaper Advertising Effectiveness
Overall aim: To assist Mitre 10 to improve the effectiveness of its newpaper advertising.
370 respondents from the Dominion Post panel.
The study provided some key insights
around home improvement newspaper advertising. Also provided some great
feedback from Mitre 10 on the effectiveness of their current campaign.
Found that home improvement/DIY
newspaper advertising is highly effective. As a result of seeing a home
improvement ad 75% of readers visited a store and 74% purchased a
product.
Case Study 2:
Neutrogena Sunday Star-Times Weather Sponsorship
Neutrogena campaign ran for 4 weeks in the Sunday Star Times and the reader survey was completed by 382 respondents.
Readers were prompted with a picture
of a recent weather section and of those who had looked at the section
were asked if they could recall seeing the Neutrogena advertising. The
study also asked readers about their suncreen buying habits.
78% of survey respondents had on occasion looked at the Weather info section in recent weeks.
For those who had looked at the
weather pages 14% could recall seeing the Neutrogena advert and of these
people 44% were able to identify the Neutrogena message.
For people that recalled seeing the ad there was an uplift in sales. Only 5% of people usually buy Neutrogena but this increased to 10%
when asked if they bought neutrogena this summer- a great result for
the client. This result was further improved when just looking at women,
with 13% buying Neutrogena.
CASE STUDY 3:
Wraps and Ad-tachment re-position McDonalds as a healthy food choice.
At
the beginning of March 2010 McDonalds launched an advertising campaign
promoting Weight Watchers' endorsement of a selection of McDonald's
meals, including re-iterating the recent focus it has had on making food
healthier.
The
March 7th editions of Sunday Star-Times & Sunday News both featured
an Ad-tachment on the cover, and a DPS wrap surrounding the Sports
section.
The survey was open from Monday 8th to Thursday 11th of March.
A total of 521 panelists read the
7th March edition of either the Sunday Star-Times or the Sunday News,
and took part in the survey.
From a prompted question, 80% plus of
readers recalled the McDonalds Weight Watchers campaign with
approximately 40% of readers having only seen the in-paper
advertisements.
The
campaign had significantly stronger appeal amongst females compared
with males, and monthly plus McDonalds consumers. Over half of females
McDonald's consumers say they are likely to include (if not already
buying)
the healthy options in their McDonalds purchasing repertoire.
Respondent Verbatims
On Weight Watchers association:"The
WW and McD's have paired up, and that there are now options for eating
at McDonalds for people like me trying not to get too fat"
On Healthier options: "That there are healthy choices at McDonalds"
On Low Fat/Non-Fattening/Good for Diets: "McDonalds have fat free options - I think its simply a brilliant idea!!"
Fairfax Media Creative Showcase
Gain inspiration in Newspaper,
Magazine and Online creative ranging from Creative Shapes and
Advertorials to Full Wraps and Full Page Takeovers. Whatever your
creative objectives and challenges, Fairfax Network Media Consultants
will help you find executions and solutions.
Integrated Advertising Solutions
Streets Magnum - Magnum Moments (2009)
Presented
with a traditional magazine brief, Fairfax Network assessed the
objectives and established a comprehensive integrated campaign utilising
a newspaper brand.
Fairfax matched the premium indugent core message of Magnum, to the luxury 'kick back and indulge' experience of Sunday Star-Times. Brand experiential activation through the use of Sunday Star-Times' Rialto Movie sponsorship. Opening night events created sampling opportunities in a channel not previously available to Magnum.
A critical element of this was translating the indulgent experiential marketing into an editorially integrated campaign in the Sunday Star-Times (About Town/TV Listings page) targeting its female readership.
As a result, through challenging a traditional brief, extending the concepts and ultimately connecting with consumers, Fairfax delivered double digit sales growth - a fantastic indulgent result!
For more details contact your Fairfax Network Media Consultant.
Print Advertising Solutions
| Newspapers Solutions |
Magazines Solutions |
|
|
|
| Magazines Creative Examples |
|
Cover Wrap
Cover wraps give advertisers the opportunity to be front of mind with readers as they open the magazine- a great branding opportunity. Wrap sizes include third, half and full wraps.
Back to Print Creative Menu |
Advertorial
Advertorials are designed in the style and manner of the magazine they feature in, a strong environment for brand placements.
Back to Print Creative Menu
|
Editorial Integration
Editorial integration features the advertiser integrated directly into the page- a strong environment for branding.
Back to Print Creative Menu
|
|
Reverse Booklet
Reverse booklets allow the advertiser to take over the rear half of the magazine. Reverse Booklets are great for branding or extended advertorial.
Back to Print Creative Menu |
|
Bellyband
Bellybands allow the advertiser to wrap a section of the magazine. The bellyband can feature the branding message, samples, offers or coupons.
Back to Print Creative Menu |
|
Sponsorship
Sponsorship positions allow the advertiser to sponsor the particular section of a magzine with a related advertising position.
Back to Print Creative Menu |