The newspaper is dead' Long live the newspaper

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The newspaper is dead. Long live the newspaper
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If so, why has someone spent a considerable sum
to fly me down here to convince you lot how good
newspaper ads can be?
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So can great, effective ads help newspapers
survive and grow in the digital age?
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Of course not
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Great newspaper ads can only do what they have
always done
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Create and sustain one-on-one brand
relationships with millions of readers
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So lets talk about how newspaper ads do that
first
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Then return to the subject of how newspapers can
survive and grow in the digital age
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• So whats stopping creative people doing great
  ads every day of the week?

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• The client?
• The category?
• The agency?

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In a creative department theres always something
to whinge about
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15 whingeing reasons why you cant create a
great newspaper campaign, in no particular order
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• A newspaper ad? Why cant we do TV?

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2. Theyve cut the bloody budget - again - now
all they want is a small space ad
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3. Theyve only got enough money for stock
shots why cant we shoot it?
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4. What not even enough money for a stock shot?
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5. Its retail - all they want is price, tons
of product and a big logo
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6. Theres way too much to say, theyll never
get it all in
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7. You cant do anything with those brand
guidelines
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8. The clients a power-crazed despot who
wouldnt know a good ad if it bit his bum
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9. Finance? When was the last time you saw a
half decent ad for finance?
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• What? They want it tomorrow?

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• Whats the point? Press ads can never compete
  with the editorial

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12. Its all about emotion you cant do
emotion in newspapers
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• 13. A coupon? Well never win an award with a
  coupon ad

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14. All they want to do is bang on about product
features
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15. No one reads press ads any more - cant we
do a viral?
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So what makes a great newspaper ad?

• Dont use the client, the category or the agency
  as an excuse to do a bad ad

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So what makes a great newspaper ad?

• 2. Set out with a belief that you can do one

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So what makes a great newspaper ad?

• 3. Want to spend the time on it

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So what makes a great newspaper ad?

• Believe that the ad will do what its supposed
• to do

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So what makes a great newspaper ad?

• 5. Talent would be useful

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Back to the future of newspapers in the digital
age
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my future employment will not involve ink
printed on dead trees Andrew
Gowers ex FT editor
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Perhaps he had a point when you look at some
numbers
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Global internet usership by country
Source www.internetworldstats.com
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The web now equals outdoor for share of media
spend
Radio 9
Outdoor 6
Internet 6
Press 38
TV 41
Source Initiative Futures Worldwide - Spheres of
Influence 2006 Based on 52 markets
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Almost 100 top-level executives are online
All executive managers use internet
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97
96
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Source Harris Survey, USA 2006
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Significantly more access web before work than
read the newspaper
Source Forbes
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The web is now the second highest ranking source
of news
New important sources for News
National Newspapers 29
Internet news sites 25
Local daily newspapers 15
Weekly news magazines 1
Network television 6
Local television news 2
Cable news programs 15
Radio new programs 7
Source Harris Survey, USA 2006
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So what does all this mean for the future of
newspapers in the digital age?
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Newspapers are brands and have to act like brands
to create and sustain relationships
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How?
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1. Ruthless prioritising and filtering of content
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2. Innovate new formats, features, layouts,
sections
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3. Above all, be obsessed about being relevant
to your specific audience
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From general news carriers
proponents of the values, interests, aspirations
and obsessions of various communities
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In other words make a virtue of the changing
role of newspapers in the digital age
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We dont think weve harmed the editorial
integrity of the productwe had to create a
platform where we could work seamlessly on-line
and in print and meet the challenge of the
digital age Lionel Barber Editor FT
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Thank you