Recently-appointed UK Newspaper Marketing Agency boss Rufus Olins, former CEO of research operation WARC and before that of Haymarket’s business titles, is relaunching the Newspaper Marketing Agency as Newsworks.
Olins says: “The media landscape is evolving fast and this is affecting the national press as much as any other medium. We need to start thinking differently – it’s not just about printed newspapers, it’s about newsbrands in all their forms.”
Olins says the change reflects a new reality in the UK national press, which is that titles are operating across a range of different platforms – computers, smartphones and tablets.
Newsworks claims the rate at which people are accessing newsbrands on electronic devices is growing faster than the decline of print, with their net daily audience reaching 24m people in the UK, and this has increased the audience available to advertisers.
Time spent reading has also increased. While the amount of time readers spend with printed newspapers is virtually unchanged between 2010 and 2012, the amount of time online readers spend has increased by 36 per cent over the same period – equivalent to an extra six minutes a day.
Olins says: “We are changing our organisation to reflect this new narrative in media, but our focus – as the new name suggests – will be on helping advertisers and agencies to understand all the opportunities offered by the medium, and to use it effectively on all the different platforms.”
The Newsworks relaunch will be supported by a new advertising campaign by McCann London and the publication of a new document ‘From newspapers to newsbrands: a guide for advertisers and agencies.’ It will be promoted across Newsworks member platforms.
British national and regional newspaper circulations have been in steady decline in recent years although some websites, notably Mail Online (now the world’s biggest newspaper-based website) and the Guardian have won huge audiences. As ever, the problem is turning these millions of free readers into advertising money.