An interesting campaign promoting the benefits of newspapers is underway in the UK. Six of the leading UK newspaper brands have come under one umbrella to ‘remind people of the unique role newspapers play for advertisers, readers and society’. They have the numbers to back the claim that newspapers ‘still command a remarkable level of attention and influence’. However, what stood out for me was the articulation of consumer behaviour today:
We live in an age of media butterflies. With so much content available at our fingertips we’re constantly flitting between platforms, devices and apps. Yet newsbrands stand apart. You can’t multi-task when reading a newspaper.
The TV spot takes the butterfly metaphor forward literally:
The print ads dramatise the undivided attention and the influence newspapers have in the UK to justify the claim – ‘Nothing works like news works’:
Creative: Holmes Hobbs Marcantonio
To advertisers, the ads send out a strong message: you cannot afford to miss out on this audience.
It is great when an industry comes together to promote its benefits so that all players benefit. In Australia the newspaper industry came together to inspire ad agencies to innovate the use of print space. Will we see a similar effort India to promote newspaper advertising or to encourage creativity (which has seen a decline in the recent years) in print media?