Can reminding people of the past secure the future?
Posted in Latest reporters' blogs, Russell Parsons November 17th, 2008 by Russell Parsons
The Newspaper Marketing Agency’s latest campaign reuses “iconic” newspaper campaigns to “underline the continuing power of the medium”.
Stirring stuff and a timely exercise given that advertising revenues at newspaper groups are under intense pressure at the moment.
The Agency’s choice of what proved to be highly effective campaigns – the Guinness Toucan, Volkswagen’s “Lemon” and the Häagen Dazs “Lose Control” ad – goes far in demonstrating how newspaper ads can build brand awareness and grow market share.
Newspaper ad revenues are tipped to decline, with ZenithOptimedia recently forecasting a 4.9 cent slump this year. However, and despite circulation declines, newspapers grew their share of display advertising revenue last year, from 13.7 per cent in 2006 to 14 per cent in 2007 – highlighting that the sector continues to appeal.
Of course, it is not just newspapers under pressure; all media is feeling the pinch so anything that reminds advertisers of a glorious past could ensure newspapers retain their slice of an ever decreasing pie.
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MattBourn’s comment is....
Campaigns like this are a good way of stimulating creative reappraisal and a sense of warmth towards a medium under duress. This is the first positive news I’ve seen written about newspapers for a while in the media business environment so hats off to the NMA for achieving that… The media, particularly the media sections of the newspapers, seem to have been far too busy reporting each other’s woes.
Posted November 17th, 2008 at 6:02 pm
browny’s comment is....
I think everyone can appreciate the cleverness and beauty of the great ads of the past. However, the warm glow of nostalgic reminiscence of campaigns from another era cannot hide the simple fact that newspapers struggle to demonstrate value. The sales model of increasing costs vs falling circulation presents less value every year.
Posted November 25th, 2008 at 9:36 am
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