Newspapers target ad agencies

The four major publish CEOs host the Integrate with Influence launch event in Sydney

THE Newspaper Works has launched an ambitious new project aimed at reshaping the conversation around our industry.

The repositioning program, Integrate with Influence, was launched at a Sydney event hosted by the four publisher CEOs who make up the Newspaper Works board.

Fairfax Media’s Greg Hywood, News Limited’s Kim Williams, APN News & Media’s Brett Chenoweth and the head of Seven West Media’s West Australian Newspapers division, Chris Wharton, were joined by key publishing executives and more than 20 of Australia’s media agency chief executives and heads of strategy.

A further 15 media agency executives attended a second event in Melbourne yesterday.

The program “encourages media agencies and advertisers to take an integrated approach to their newspaper media campaigns” by broadening “understanding among media agencies of the ways consumption of newspapers by Australians has
evolved across all platforms”, The Newspaper Works said in a statement.

“Media agencies in Australia still see newspapers in a very traditional sense,” Newspaper Works CEO Tony Hale said.

“The fact is that all major mastheads have been transformed in the digital age and now have larger, more engaged audiences than ever before, and audiences are continuing to grow.”

“From a trade marketing perspective Integrate with Influence is one of the most significant projects we have undertaken to date at The Newspaper Works,” Mr Hale added.

The project has a website, IntegrateWithInfluence.com.au, and will offer workshops providing support for agencies and planners working on ‘live’ media briefs.

Additional initiatives will be announced in the coming months.