Media and Online age -Newspaper Industry
Message to advertisers - farewell newspapers, hello newsbrands
The Newspaper Marketing Agency, the body that seeks to raise awareness of the value of newspapers to advertisers and agencies, is being reborn as Newsworks.
The new name, removing the word "newspaper" from the title, is indicative of the changed landscape of the news industry.
It is part of the re-branding of the organisation led by its recently appointed chief executive Rufus Olins.
He sees the change as symbolic of the new reality among the national press groups, which now operate across a range of different platforms – computers, smartphones and tablets - as well as print.
Olins, who has a background in newspapers and magazines as a journalist, publisher and marketeer, believes newspaper titles now need to see themselves as brands. (this is the important bit!)
"We need to start thinking differently," he told me. "It's all about newsbrands, about delivering content through a range of platforms."
The transition from print to multi-platform journalism has been running apace for years, of course. But the key, as every publisher, editor and journalist knows, is to fund their work on screen as well as in print.
One huge advantage is the rise in the audience for news providers. Though print sales have declined, many more thousands of people have obtained online access.
Olins has produced impressive figures to back this up, arguing that "newsbrands" - I guess we will get used to it! - have increased their net daily audience by nearly 2m UK adults over the past five years and therefore reach more than 24m people.
Click for the full article -http://www.guardian.co.uk/media/greenslade/2012/may/21/national-newspapers-advertising
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