• Established in 2006 by the major Australian newspaper publishers:– News Limited

– Fairfax Media (including Rural Press)

– APN News and Media

– West Australian Newspapers

• Represents paid national, metropolitan, regional and community titles.

• Primary aims:– To promote newspapers as a powerful medium for advertisers

– To ensure that newspapers are perceived as being contemporary and relevant in a transforming media landscape

It’s a component of the Newspaper Effectiveness Metric which is run by the newspaper industry marketing body, The Newspaper Works.

A monthly study designed;

•To measure and identify the effectiveness of newspaper creative

•To help improve understanding of how to use newspapers effectively

•To improve the understanding of the roles newspaper advertising can play

•To improve the standard of newspaper creative

•To provide a consistent metric that is accepted as the industry standard

Toohey’s New was included in the Mar & Jun 2010 studies

Pre/post effectiveness studies, measuring in-market effects and how newspaper work with Television

Comparison of creative against category averages

Comprehensive analysis of how newspapers can best be used to influence purchase behaviour

The Newspaper Works’ effectiveness partner:

Newspaper Creative

Benchmarking

CategoryDeep Dives

Partnership Case Studies

Recognised industry measures +

Newspaper measures

Proprietary newspaper measures

The Newspaper Works’ effectiveness partner:

Ad Recognition

Brand Linkage

Message Comprehension

Brand Equity Impact

Role Map

Action Map

Newspaper Creative Diagnostics

Sunscreen Market: SydneySize: StripPosition: EGNTested: Apr 2010 (appeared Mar)

Origin Market: SydneySize: FPPosition: OBCTested: Jun 2010

• Conducted online by Ipsos MediaCT

• Benchmarks used: All newspaper norm

Sunscreen Origin

Market Sydney Sydney

Number of ads tested in total 3 3

Sample Australians 16+ Australians 16+

Sample Size n=104 N=100

Fieldwork 12-21st April, 2010 24-29th June 2010

The Origin execution is in line with newspaper norms.

Significantly different to All newspaper norm at 90% c.l.

+19 +23

-12

Both ads are pushing Affinity & Extension. Origin has higher call to action – reflecting

association to a specific occasion?

• Top line & brand equity score for Origin are better than the previous ad tested and in line with newspaper norms. Potentially due to; • Increased impact through topical placement • Creative tweaks that have increased visual appeal and cut-through • More time for the campaign in market

• RoleMap shows both executions are linking well to TV and helping to build some affinity. Origin is also creeping higher on call to action, suggesting topical placement in line with a consumption occasion may be what is encouraging trial.

• Comparisons to other topical advertising show the potential that a well conceived execution can have on building Affinity and driving call to action.

• A sense of urgency appears to be created with alignment to topical events /consumption occasions. Could further consideration around execution also create better efficacy for Tooheys New?

4.6x Higher than

norm

5x Higher than

norm

2.1x Higher than

norm

2.9x Higher than

norm

7.8x Higher than

norm

3.8x Higher than

norm

All newspaper norm. Ads tested between May 2009 – June 2010 (Updated monthly)

• The Newspaper Marketing Agency (NMA UK) is like The Newspaper Works, established to promote the effectiveness of the medium.

• They also have a creative benchmarking database, and at 180+ ads and growing it’s an excellent resource to add further dimension to what makes a great newspaper ad.

• An additional four Beer ads are summarised over the page and compared to a category average.

• It is important to recognize that the overall standard of newspaper creative in the UK is higher than Australia and therefore their ‘category averages’ are higher than our ‘newspaper norms’. The scores for these Beer ads are strong, regardless of whether they meet the average or not. Beer advertisers in the UK have confidence in newspapers to deliver results.

• More information is available on request.

Recognition 17% 30% 23% 16%

Perceived Brand clarity (Very/Quite clear)

88% 81% 88% 86%

Motivation 22% 31% 48% 18%

Involvement 30% 30% 19% 23%

Best performing role Information (54%) Reminds of TV (68%) Information (84%) Impact (46%)

Tested Mar 2010 Mar 2010 Jun 2010 Jun 2010

Source: Newspaper Marketing Agency (www.nmauk.co.uk) | Sample: 100 Men (Greene IPA, Guinness = Campaign)

Above UK Category average

Below UK Category average

= UK Category average

Creation of All Newspaper norms

• Testing of randomly selected newspaper display ads• 5,100 ad observations in total• 40 test ads, 100+ observations per ad• Population representative sample of the five mainland state capitals• Conducted online by Ipsos Media CT, July-August 2008 • Sample size 1,737

Newspapers are a powerful medium to utilise across a broad range of strategic roles.

Six strategic advertising roles have been validated both qualitatively and quantitatively, resulting in the creation of Role Map, one of two proprietary newspaper metrics.

Role Map demonstrates how consumers connect with newspaper advertising across the six roles, comparing the performance of creative against a footprint of all ads tested.

All newspaper norm

Statements are tailored to be appropriate to the advertising category.

Newspapers are recognised as an effective medium for delivering a Call to Action.

Action Map, the third proprietary newspaper metric, expands on this strategic role to provide an understanding of the types of action a newspaper ad inspires.

Measured via forced exposure, people are asked about the actions they would consider taking (or have taken) as a result of seeing the ad. For Action Map results for these ads, please contact The Newspaper Works.

New measure introduced in March 2010, norm not yet available.

Statements are tailored to be appropriate to the advertising category.

The second proprietary newspaper metric provides a set of creative diagnostics unique to the attributes of newspaper advertising. They’ve been developed to help identify areas for improvement where results across other brand and advertising measures may require further analysis and interrogation. For NCD results for these ads, please contact The Newspaper Works.

All newspaper norm

Statements are tailored to be appropriate to the advertising category.

Source: Newspaper Marketing Agency (www.nmauk.co.uk)