The Australian
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The Australian
As the country’s leading national news brand, The Australian boasts unparalleled national and global news and business journalism. The Australian’s purpose remains the same as it has been since its launch in 1964. The Australian's aim is to lead the independent thinking, essential for the further advancement of our country and the Australian business environment.
The Australian is a news and business brand that puts the success of Australia at the heart of its editorial positioning. Offering a large and desirable audience across all platforms of print, digital, mobile, tablet and NIMs.
A brand globally recognised as a leader in media innovation. The Australian caters to the needs of an influential and educated audience. It breaks stories, challenges governments and links the complex web of events and impacts across the country every day.
The Australian is the news brand with exclusive access to Australia’s wealthy and powerful.
The Australian Media Kit
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Key facts
Key facts:
Source: Readership - emmaTM conducted by Ipsos MediaCT, 12 months ending June 2016. Nielsen Digital Ratings Monthly (Surfing) Total June 2016. Print or digital L4W.
3,175,000
TOTAL AUDIENCE
Our Audience
Sections
Print
The Australian
The Australian printed edition is a daily national publication that has experienced stable circulation over the past few years. With just the right balance of hard hitting news, insightful editiorial, and recreational indulgence.
The Australian print edition is a well rounded detailed read with Early General News, Business, Life, Recruitment, Sport, Arts, Classifieds sections forming the daily foundation of the paper.
Weekly sections provided special focus in the areas pertinent to Australia and our reader's interests; Media on Monday's, Technology and Wealth on Tuesdays, Higher Education on Wednesdays, Primesspace on a Thursday and Aviation and Legal.
Key Facts
465,000
Readership (M-F AVG)
99,027
Circulation (M-F AVG)
584,000
Readership (SAT)
223,926
Circulation (SAT)
Source: Readership - emmaTM conducted by Ipsos MediaCT, 12 months ending June 2016. Circulation - ABC Apr-Jun 2016.
Print
The Weekend Australian
The Weekend Australian is the weekend's leading national newspaper delivering exclusive access to Australia's wealthy and powerful. The editorial values focus on leading and shaping public opinion on the issues that affect Australia. Led by a team of highly credible and experienced journalists, editorial themes cover economic, political and social issues.
The Weekend Australian is consumed by readers in a very different setting, without the daily pressures of the working week this paper is read in a leisurely fashion. To reflect this the paper includes indepth sections such as Life, Review and Travel and Indulgence. This is a paper that has a longer life cycle and often stays with the consumer, allowing them to come back to it later in the weekend for further reading.
From a refreshed, smart broadsheet layout to engaging tabloid lift outs. The Weekend Australian has something for each reader.
Key Facts
584,000
Readership (SAT)
223,926
Circulation (SAT)
465,000
Readership (M-F AVG)
99,027
Circulation (M-F AVG)
Source: Readership - emmaTM conducted by Ipsos MediaCT, 12 months ending June 2016. Circulation - ABC Apr- June 2016
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Digital
theaustralian.com.au
The Australian website informs and leads public opinion on the issues that affect all Australians around the clock.
The Australian’s continued growth in digital readership since the introduction of digital paid subscriptions show our reader’s engagement and loyalty to the brand. This online space creates a landscape of high quality, engaged readers interested in The Australian’s content.
Key Facts
21,314,000
Page views
1,222,000
Unique Audience
7,303,000
Sessions
5.97
Sessions per person
0:27:04
Time per person
Source: Nielsen Digital Ratings Monthly (Surfing) Total. Sept 2016
App
App
The Australian
The Australian Tablet App gives our readers a virtual experience of the newspaper allowing them to browse easily with quicker access to specific pages such as business and media. By using the app readers can access instant news feed updates of breaking news and watch the latest video coverage and explore the optimised photo galleries.
The tablet app provides readers with the ability to share top stories of interest via social media and email which brings readers closer to the action. The advancements in technology allows readers to receive instant solutions to Mindgames such as; Crosswords, Sudoku and quizzes in a more interactive format. It also allows us to liftover eligible advertising sizes from our print edition to our tablet edition in an engaging interative format.
Key Facts
90,000
Readership (Audience last four weeks)
22,400
Daily readers (Daily users)
Source: emmaTM conducted by Ipsos MediaCT, 12 months ending June 2016. . Adobe Analytics , Apr- June 2016. * based on last 4 weeks
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Mobile
m.theaustralian.com.au
The Australian Mobile site delivers The Australian to our audience wherever they are. To complement their news consumption the mobile site delivers the breaking news and important stories.
Smartphones rank as the most used mobile device. This easy to use phone edition allows our readers access The Australian content while on the move.
Key Facts
442,000
Readership (Audience last four weeks)
107,681
Daily users
Source: emma conducted by Ipsos MediaCT, 12 months ending June 2016. Print/Comp/Tab/Mob/App/PDF last 4 weeks. Adobe Analytics , Apr-June 2016. * based on last 4 weeks
Case studies
BlackBerry Z10
Z10 is the next generation operating system and represented a huge technical leap forward for BlackBerry. At the same time, the success of the campaign was make or break for BlackBerry globally. With these factors in mind the campaign objectives were to:
1. Establish credibility
Be seen and shared by influencers, especially technology influencers
2. Excite and Engage
*Most important* BlackBerry needed to stand out from other advertisers on the News network within the limited budget. BlackBerry was looking for impact on the page, time spent and SOV >30% (average). Rich media was standard for banners and video was a large percentage of the online budget. Section sponsorship, event sponsorship and bespoke content creation was mandatory wherever possible.
3. Drive to purchase
BlackBerry is arguably Starcom’s most sophisticated client when it comes to back-end data analysis and every placement and creative would be tracked and analysed weekly by both Starcom and BlackBerry’s global teams. For the campaign to be considered an online success, we had to hit the BlackBerry funnel metrics of:
- On site engagement (site interactions post landing)
- Propensity to purchase (extended time spent on site, return visits, researching hand sets)
- Partner referrals (Visits to telco partners, Optus and Telstra).
Bethesda - The Evil within
Next generation consoles have reinvented the gaming experience, The Evil Within is not a game that relies on cheap jump scares. It’s driven by a slow, sustained, and deeply pervasive sense of dread that sets your mind racing at every crunch of glass beneath your feet and every distant groan from an unseen enemy. So when we were approached by the agency to create an out-of-the-box execution for Bethesda Softworks, for the horror game ‘Evil Within’, we decided to reinvent the mobile ad.
We asked ourselves how do we create an experience that would stand out and give people the creeps. The answer? The Evil Call. We only had the launch day to create hype so it had to stand out amongst all the other advertisements served on the day.
We all like a creepy phone call story right? That unexpected garble of someone sounding like they’re calling from hell? We took this thinking and created a simple idea for the mobile world.
The Execution
A teaser advertisement directed people to a fullscreen page which resembled their incoming phone call screen . iPhone and Android users were served a phone call from the Evil Ruvik, the main antagonist in the game. Those who accepted the call listened to a desperate plea from people trapped inside Ruvik’s realm trying to get out. Once the call was over the user was directed to a page where the trailer and social media tools were housed.
Social Media
Our mission was to engage as many users as we could via the social media tools, a mobile site shared the experience mobile to mobile via Facebook Messenger, Whatsapp, SMS and Google Hangouts. The user was able to send the call to friends via this medium.
The Result
This bespoke campaign’s was incredibly successful for the game’s launch day. The results speak for themselves.
* Dwell times on the ad unit of 53 seconds per user
* Obtained over 460k interactions – that’s a 26% interaction rate.