1. The State of Australian Newspapers June 2010

2. Established in 2006 by: – News Limited – Fairfax Media (including Rural Press) – APN News and Media – West Australian Newspapers Represents paid national, metropolitan, regional and community titles.

3. Tony Hale CEO Ex Ad Agency Lucia Elliott Marketing Director Ex Client/Ad Agency Simon Baty Research Manager Ex Research Agency Michelle Narayan Web Editor Ex Digital Agency Jaclyn Larkin Office Manager Ex Ad Agency Anne Nolan Commercial Services Director Ex Client/ Newspaper Publisher

4. To promote newspapers as a powerful medium for advertisers

5. Debunking commonly held myths with hard facts What Australians think of/how they use newspapers How Australians respond to newspaper advertising Global & local examples of newspapers’ versatility

8. Australian publishers have established strong online assets

10. 2010 Nielsen Internet & Technology Report – March 2010

12. JUN - 06 SEP- 06 DEC- 06 MAR- 07 JUN - 07 SEP - 07 DEC - 07 MAR - 08 JUN - 08 SEP - 08 DEC- 08 MAR- 09 JUN- 09 4,000 [M] 0 Newspaper source: Roy Morgan Research Single Source, Website data from Nielsen//Net Ratings Market Intelligence ADUBs. Data aggregated and annualised by The Newspaper Works METRO/NATIONAL NEWSPAPER WEBSITE TOTAL ANNUAL TRAFFIC (MILLIONS ) METRO/NATIONAL NEWSPAPER TOTAL ANNUAL READING (MILLIONS) All 14+ SEP- 09 DEC- 09 MAR- 10 Series break – New readership question phased in

17. THE EVOLUTION OF NEWS AND THE INTERNET Sources: OECD calculations based on data of PricewaterhouseCoopers LLP, published in PwC (2009a). Estimated newspaper publishing market decline in OECD countries, 2007-2009

20. Newspapers are dynamic they set the agenda on a daily basis

22. From fuzz to buzz Best job in the world went around the world Real time record of events

25. Please indicate the media which best help you form your views on each topic/issue. Please select as many or as few as you feel apply for each topic. Celsius Research Feb 2009, Australian s 14-69 (n= 1,029 )

26. Please indicate the media which best help you form your views on each topic/issue. Please select as many or as few as you feel apply for each topic.

27. H O W N E W S P A P E R S R A N K

28. “Ads here are usually believable” Celsius Research Feb 2009, Australian s 14-69 (n= 1,029 ) NEWSPAPERS & THEIR WEBSITES NEWSPAPERS NEWSPAPER WEBSITES FTA TV 27% 23% 21% 13% NEWSPAPERS & THEIR WEBSITES NEWSPAPERS NEWSPAPER WEBSITES FTA TV INTERNET EXCL EMAIL & NEWSPAPERS 11% 15% 7% MAGAZINES RADIO Reinforced by international research

29. HOW AUSTRALIANS RESPOND TO GOVERNMENT ADVERTISING IN NEWSPAPERS

30. In-depth study of government advertising in newspapers Commissioned by The Newspaper Works/ conducted by Ipsos MediaCT 36 ads tested (Federal and State governments) 1,525 Australians aged 16+ 4,500+ advertising observations, 100+ per ad Methodology based on The Newspaper Effectiveness Metric

32. Creative Development Considerations Impact of creative as a fundamental component driving newspaper effectiveness How Australians view government communications in newspapers Key themes for creative development from database of 160+ ads General Perceptions Specific learnings by department

34. Q: We’d like to ask you about government initiatives. For each of the initiatives please tell us which media are appropriate for the government to advertise that initiative. You can select more than one media for each initiative. Average score for each medium across all initiatives featured in the research. Newspapers are considered highly appropriate for government messages

35. Government advertising in newspapers is memorable

36. Government advertising in newspapers is persuasive

37. Case study: National Drug Campaign

38. 16-24 year olds All 16+ Govt Average

39. 15 30 45 Government average All 16+ 16-24 y.o Ad recognition% Which of these newspaper ads have you seen? 48 56 64 Government average All 16+ 16-24 y.o Extremely good recognition and advertiser linkage Advertiser linkage % You mentioned you had seen this newspaper ad. Who is the message coming from?

40. 40 83 80 Government average All 16+ 16-24 y.o Memorability Practically everyone/most people would notice & remember this ad An extraordinarily engaging, memorable and persuasive ad – amongst all people, but especially those aged 16-24. 29 54 66 Persuasion I’m a lot/little more concerned about it Government average All 16+ 16-24 y.o

41. Government average All 16+ 16-24 y.o Doesn’t grab my attention Looks dull & boring Similar to all other govt ads Is cluttered Has too much information Highlights an important part of the issue Easy to understand Headline made me want to stop and read more Looks good Catches my eye Has a great photo/image Astonishing visual appeal/impact

42. Government average All 16+ 16-24 y.o Likely to get people talking Provides the necessary information Provides important information Believable Convincing Offensive Confronting Attention grabbing Imaginative For people like me Attention grabbing, relevant & believable

43. Almost 90% could replay the intended message, encouragingly marginally higher amongst the younger audience.

44. 38 57 63 Government average All 16+ 16-24 y.o Raising awareness A strong performer communicating the negative outcomes of taking ice – for those 16-24 and all people 31 79 80 Government average All 16+ 16-24 y.o An extraordinarily engaging, memorable and persuasive ad – amongst all people, but especially amongst those aged 16-24. Changing attitudes Clearly changes people’s perceptions of the risks associated with ice

46. 5 guiding principles for developing government creative

47. Some guiding principles for creative 1.Strong straightforward visuals create impact and memorability. 2.Strong headlines are more convincing and get people talking. 3.A high quality ‘look’ can lend credibility to your message. 4.The easier to understand, the more persuasive your message. 5.Cluttered ads are more likely to be overlooked.

48. INSPIRATION

53. Some parting thoughts Newspapers in Australia have transformed in the digital age They are performing well & remain a mass medium A clear and important position in the media landscape, means newspapers influence Australians’ opinions Newspapers provide a versatile campaign platform that is effective for government advertising The Newspaper Works is a confidential & independent planning resource available to you