2. 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

3. 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

4. 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 Category Deep Dives Partnership Case Studies

5. 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

6. Sunscreen Market: Sydney Size: Strip Position: EGN Tested: Apr 2010 (appeared Mar) Origin Market: Sydney Size: FP Position: OBC Tested: Jun 2010

7. Conducted online by Ipsos MediaCT Benchmarks used: All newspaper norm SunscreenOrigin Market Sydney Number of ads tested in total 33 Sample Australians 16+ Sample Size n=104N=100 Fieldwork 12-21 st April, 201024-29 th June 2010

8. The Origin execution is in line with newspaper norms. Significantly different to All newspaper norm at 90% c.l. +19 +23 -12

9. Both ads are pushing Affinity & Extension. Origin has higher call to action – reflecting association to a specific occasion?

11. 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?

13. 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)

15. 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.

16. Recognition17%30%23%16% Perceived Brand clarity (Very/Quite clear) 88%81%88%86% Motivation22%31%48%18% Involvement30% 19%23% Best performing role Information (54%)Reminds of TV (68%)Information (84%)Impact (46%) TestedMar 2010 Jun 2010 Source: Newspaper Marketing Agency (www.nmauk.co.uk) | Sample: 100 Men (Greene IPA, Guinness = Campaign)www.nmauk.co.uk Above UK Category average Below UK Category average = UK Category average

18. 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

19. 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.

20. 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.

21. 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.

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