PANPA08 9 September, 2008

To increase our share of national advertising revenue Our Primary Goal To increase our share of national advertising revenue

The opportunity for brand campaigns

$400 million Food Newspaper share: 3% Source: Nielsen Media Research AdEx, FY 2008

Toiletries/ cosmetics/ haircare Newspaper share: 4% $316 million Source: Nielsen Media Research AdEx, FY 2008

$217 million Newspaper share: 9% Pharmaceuticals Source: Nielsen Media Research AdEx, FY 2008

Non-alcoholic beverages Newspaper share: 3% $127 million Source: Nielsen Media Research AdEx, FY 2008

$120 million Newspaper share: 6% Alcoholic beverages Source: Nielsen Media Research AdEx, FY 2008

$202 million Newspaper share: 21% Automotive - brand Source: Nielsen Media Research AdEx, Calendar 2007

Forces at work

Forces pulling us in different directions Relevance Media planning Creative development Other prejudices

Media agencies speak a different language: TOUCHPOINTS

And often we don’t rate highly... Example: Newspapers 15/40

Complex, diverse issues Need to be addressed individually But what actually happens in market?

The Newspaper Works Quantitative Effectiveness Metric

+ The Newspaper Works metric Brand and ad measures Brand awareness Brand disposition Brand equity Brand imagery Ad recognition Brand linkage Strategic roles Ad diagnostics Message take-out Recognised industry metrics + Newspaper metrics Client brand image/ message take-out metrics 18

Applications

Understanding of newspaper effectiveness Same sample case histories Matched sample case histories Benchmarked Creative Effectiveness Rigorous studies that can isolate the impact of newspapers in a multi-media campaign Studies that evaluate the impact of the overall campaign Response to advertising benchmarked against newspaper norms

Some Outputs

NP+TV combination increases brand Example output: effect of adding newspapers to TV NP+TV combination increases brand preference by 11% Pre-wave Post-wave +11 56 45 +1 26 27 TV solus TV + NP 22

Example output: HOW newspapers work with TV Emoti*Scape Tired/Worn Out Hatred/ Repulsed Shocked Harmony/ A Connection Free/ Unrestricted Dislike Aloof/ Feel Superior Exploited/ Ripped-off Skeptical Shy Upset Embarrassed/Ashamed/Guilt Apathetic/ Unmoved Bored Disappointed Worried/ Concerned Intimidated Irritated Lonely/ Ignored Sad/Depressed Angry/ Outraged Surprised/ Amazed Gratitude/ Relieved Entertained/ Pleased Happy Inspired/ Optimistic Appreciated/ Special Trust Warm Fuzzy Cool/Calm Love Eager/ Enthusiastic At peace/ Normal Confidence Proud/ Self-Respect Curious/Interested Confused Turned-on Attraction/ Charmed Jealous/ wishful Active Passive Positive Negative Newspapers can accentuate active response Copyright 2004, Ipsos. All rights reserved 23

Six Strategic Roles Raises an important issue or cause Encourages me to think differently about the brand Gives me a good feeling about the brand Gives me more information about the brand Gives me a reason to buy, use or find out more about the brand Reminds me of the TV advertising for this brand PUBLIC AGENDA (RE)APPRAISAL AFFINITY INFORMATION CALL TO ACTION EXTENSION

‘Gives me a good feeling about the brand’ Preliminary results from validation work Affinity ‘Gives me a good feeling about the brand’

Preliminary results from validation work Newspaper norm (all Australians) Sources: Ad results: Ipsos validation study, round 2, stream 3. n= 158 Norm: Ipsos benchmark study, n=1500

‘Encourages me to think differently about the brand’ Preliminary results from validation work Reappraisal ‘Encourages me to think differently about the brand’

Preliminary results from validation work Newspaper norm (all Australians) Sources: Ad results: Ipsos validation study, round 1 Norm: Ipsos benchmark study, n=1500

‘Reminds me of the TV advertising for this brand’ Preliminary results from validation work Extension ‘Reminds me of the TV advertising for this brand’

Preliminary results from validation work Newspaper norm (all Australians) Sources: Ad results: Ipsos validation study, round 1 Norm: Ipsos benchmark study, n=1500

‘Raises an important issue or cause’ Preliminary results from validation work Public agenda ‘Raises an important issue or cause’

Preliminary results from validation work Newspaper norm (all Australians) Sources: Ad results: Ipsos validation study, round 2, stream 3. n= 158 Norm: Ipsos benchmark study, n=1500

Effectiveness can help us overcome hurdles to greater newspaper usage Real Australian cases proving newspaper effectiveness - range of categories - range of strategic roles – particularly brand Engaging strategists and clients through newspaper rather than masthead messages