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.

As part of our ongoing commitment to understanding the consumer and how they engage with newspapers, News Limited conducted an extensive qualitative and quantitative research project - "Reader Relationship" in 2007. The "Reader Relationship" research conducted across all News Limited metropolitan daily and regional newspapers offers media agencies and advertisers a deeper understanding of our readers and how they interact and connect with our newspaper brands. Source: Reader Relationship Study, TNS: 2007, News Limited Readers - Metropolitan & Regional Areas The key highlights of the Reader Relationship are: Sundays newspapers offer a unique mindset and relationship. Newspapers and on-line enjoy different & complimentary roles in consumers lives. News Limited newspaper sections deliver to advertisers an engaged mass audience interested in a specific category or areas of interest. Our masthead brands engage consumers and hold a unique and valuable position within the media landscape. Newspaper ads influence behaviour. Advertisers benefit from the relationship News Limited newspaper brands have with consumers. Methodology For a tailored presentation on your specific category please contact your News Limited Account Manager.

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.

1. Public Agenda To raise the profile of an issue or cause, or to capitalise on an issue that is already being debated in the public forum.
2. (Re)Appraisal To surprise, challenge and encourage (re)appraisal by presenting a brand, issue or cause in an unexpected way.
3. Affinity To establish an emotional connection by mirroring values and aspirations of a target.
4. Conveying Information To provide new, additional or complex information about a brand, issue or cause.
5. Call to Action To get you to do (or not do) something.
6. Extension To remind you about messages which have been established on television.

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.

• Six Strategic Roles for Retail Advertisers + Read More
• Six Strategic Roles for Alcohol Advertisers + Read More
• Six Strategic Roles for Automotive Advertisers + Read More
• Six Strategic Roles for Food Advertisers + Read More
• Six Strategic Roles for Tourism Advertisers + Read More