Tuesday, 28 April 2015

Mirror to Digitally Re-Publish Historical Print Copies

The Daily Mirror is marking the 70th anniversary of Victory in Europe day over the next ten days by digitally re-publishing its print issues from 1945. From today (28 April) to the date of the anniversary on 8 May, the original, full print versions of the papers will be made available alongside the current issue's e-edition.

The Mirror became the biggest-selling daily newspaper of the late 1940's, published every single day throughout the duration of the Second World War, with between and 3 and 4 million copies sold daily during the conflict. 

The Daily Mirror is making its 1945 issues available digitally

Weekday editor of The Mirror, Peter Willis, said: "The Mirror has been at the heart of breaking news in the UK for over 100 years. These editions would have been pored over as readers sought to learn every detail of the Allies' progress."

He added: "It's fascinating to see the style in which these historical moments were communicated to readers and how the paper has changed in the 70 years since."

Today's edition of the paper delivered the news that US troops had joined forces with Russia's Red Army, and also features London cinema listings from the time, as well as rationing announcements.

Each of the 1945 editions will be available to be read in full in the paper's e-edition archive for a month after publication, while The Mirror's iPad edition is free to read in full from Monday to Friday. 

Thursday, 23 April 2015

BBC Strikes Content-Sharing Deal with Local Press

After a successful trial period, a new content-sharing scheme between the BBC and a number of local newspapers is set to be carried out across England. Publications will be able to share content from their own websites with the BBC, who will display links to the stories on its corresponding 'Local Live' news feed.

Image: Holdthefrontpage
The scheme has been trialled recently in parts of Yorkshire and the North East, but has received the green-light to eventually become a national standard. The sharing system will spread to Birmingham initially and is expected to be rolled-out across the full country by the middle of 2016. Newspapers are able to choose which stories it shares on the BBC's Local Live web feeds, which update readers on the latest news in their region throughout the day.

The BBC has claimed that, at the moment, stories curated from external sites in the North East and Yorkshire account for up to a quarter of the content on its live news feed. It hopes that by growing the service to a national scale it will benefit both audiences and the local press.

Controller of BBC English Regions, David Holdsworth, said: "Now a wider choice of material will be available across England from not only inside, but outside the BBC, with the best external stories selected by the papers themselves.

"Local newspapers serve audiences across England and publish thousands more stories than the BBC every week. It is natural and healthy that journalists want to compete for stories, but this is an example of a way the BBC can also contribute to a thriving local news market."

Thursday, 16 April 2015

What Do New Guidelines Mean for Native Advertising?

In recent years, we've seen more and more websites, magazines and newspapers become willing to create bespoke or sponsored content for advertisers. This 'native advertising' is a way for ads to be integrated within the content of an online or physical page - it blends both the editorial and the advert into a coherent entity, in order to make campaigns as relevant and effective as possible. Native advertising has become an important feature of the press industry, and is regularly employed by several publishers both in the UK and the rest of the world.

Time Out Magazine London Cover Wrap Native Advertising
Time Out London is one of many magazines to have employed cover wrap advertising
However, it's a complicated area, and publishers are told that they must not seek to trick readers into thinking the ad content or marketing message is part of the editorial. Across the Atlantic in the United States, The American Society of Magazine Editors (ASME) had previously established its own strict, rigid guidelines to discourage publishers from deceiving their readers with native advertising. 

But the lines of what you can and can't do when it comes to native advertising have become considerably more blurred in the US recently, with ASME updating their guidelines in order to reflect a changing print advertising landscape. Previously describing native advertising as a 'conflict of interests' that should be generally avoided, there now appears to be a bit more leniency for publishers. 

Cover wrap advertising, for instance, was previously frowned upon by ASME - "Don't print ads on covers. The cover is the editor and publisher's brand statement. Advertisements should not be printed directly on the cover or spine" - however, there's no mention of it in the updated guidelines.

The decision to update the rules is essentially the result of big name publishers - Time Inc., for instance - continuously ignoring the formerly strict guidelines. Although ASME still states that editors should not permit advertiser influence to compromise editorial integrity, it would appear that the door for more well-hidden native advertising campaigns could be about to open.     


Wednesday, 8 April 2015

The Times Bridges the Gap Between Print and Tablet Advertising

Broadsheet publications The Times and The Sunday Times are looking to bolster the advertising revenues for their subscription-based online services, by allowing advertisers to create a single piece of ad copy that is replicated in both size and position across print and tablet editions of the papers.

The proposition, devised by publisher News UK, is intended to "bridge the artifical divide" between the two platforms, giving traditional print advertisers additional reach across the digital market and sharpening the audience propositions for each platform. 

The Times Tablet Edition Advertising News UK
The Times' tablet app operates with a paywall service
Managing Director of News UK's commercial department, Paul Hayes, said: "The Times and The Sunday Times seven day tablet app is the most downloaded quality news title in the market and we believe that every print advertiser should benefit from being able to reach this premium tablet audience in a single purchase. The incremental audience that this proposition delivers is going to add significant value for our advertisers."

News UK is looking for new ways to sell its online ad space as it continues to implement its pay-wall strategy for its tablet editions. While many rivals have explored freemium access models, News UK believe that audience value is the key to a successful digital news app, and not mass online reach.

The Times Print Edition Advertising News UK
Both print and tablet editions of The Times are popular amongst readers
The publisher has recently conducted a neuroscience study, which found that tablet editions of its newspapers are read in the same way as their print counterparts, with advertisements and content remembered almost equally across both platforms. Over 400,000 customers - 22,000 more than last year - are currently paying for access to The Times and The Sunday Times via tablet, highlighting the growing number of people willing to pay for its content.

To discuss print advertising options for your brand in further detail, contact our expert team at Press Mag Media and take advantage of what a successful print campaign could do for your business!

Thursday, 2 April 2015

Happy Easter! Check Out These Egg-cellent Print Ads...

Like Christmas, Easter is a great time of year for advertisers looking to get a little creative with their campaigns. It's incredibly important for brands to ensure that their marketing is suited to the current season, and here at Press Mag Media we've put together a collection of some of our favourite Easter efforts from recent years. (Warning: may contain traces of egg...)

Heineken 

Dutch brewing company Heineken show that Easter just isn't for kids with this creative 'chocolate beer' advertisement.
 
Easter Print Advertising Heineken


Kรถlner Zoo

This zoo in Cologne, Germany, created a series of unique adverts to celebrate Easter. This one is our pick of the bunch!
 
Easter Print Advertising Kolner Zoo

McDonald's

The marketing campaigns implemented by fast food giant McDonald's are always big news, and in 2013 they produced this brilliant 'Big Mac Easter Egg' to celebrate the holidays.
 
Easter Print Advertising McDonald's Campaign

Next Movie

Movie fansite Next Movie gave several eggs a Hollywood makeover, dressing them up as iconic film characters. Our favourite is this one starring The Dark Knight villain, The Joker - other movies depicted included Resevoir Dogs, Indiana Jones and Alien!


Easter Print Advertising Next Movie The Joker The Dark Knight


Shop Livingston

Promoting Easter Urban Arts Week, Shop Livingston transformed a traditional Easter egg into a BMX bowl (kind of!)
 
Easter Print Advertising Shop Livingston Urban Arts BMX

Zaini Koffi

Italian candy company Zaini combined chocolate with coffee for its 'Koffi' range, and created this hilarious campaign to show how effective its coffee can be...

Easter Print Advertising Zaini Koffi Coffee Chocolate
Scandic by Hilton

Hotel chain Scandic, acquired by Hilton in 2001, encouraged those feeling the stress of the holiday season to get away this Easter.

Easter Print Advertising Hilton Scandic

Which one is your favourite? Be sure to let us know on Twitter by tweeting us at @pressmagmedia.

From everyone at Press Mag Media, have a very Happy Easter!

Wednesday, 25 March 2015

The Sun Is Blocked Out By Oreo During The Eclipse

American cookie company Oreo have earned a reputation for their clever and cutting-edge marketing ideas, and they brought one of their most innovative ad campaigns yet to the UK on Friday to tie in with the much talked-about solar eclipse.

The aptly named daily newspaper The Sun played a key part in the campaign, with a black translucent cover wrap carrying an image of a cookie which gives the effect of 'blocking out' The Sun. The campaign was devised by PHD Media, who claimed the ad was the biggest ever translucent cover print run.

The Sun Blocked Out By Oreo During the Eclipse in Ad Campaign
The Sun and Oreo worked on this clever real-time marketing campaign (Image: Adweek)

Oreo combined this press initiative with a range of outdoor advertismenets, with digital screens in London and Edinburgh using information from the Royal Astronomical Society and TimeAndDate.com to replicate the movement of the moon in the sky with the top layer of an Oreo. The idea was a huge success, as the movement of the giant biscuit coincided almost perfectly with the movement of the moon itself.


The campaign was supported throughout the day on Oreo's social media channels with the hashtag #OreoEclipse, in an effort to improve the brand's presence in the UK. 

The cookie company's marketing manager told The Drum: "We want Oreo to be an even more iconic brand in the UK. Playfully putting it at the centre of a moment where the whole country will be looking in the same direction makes this idea the perfect fit with that ambition." 

Friday's eclipse dominated conversation on social media, and after this great advertising effort from Oreo, it's a shame that we have to wait until 2026 to see what they have in store for the next one!

Thursday, 19 March 2015

UK Government to Consider Tax Breaks For Local Newspapers

Chancellor of the Exchequer George Osborne announced at yesterday's 2015 Budget that the current government is to launch a consultation on the possibility of offering tax breaks to England's local newspaper industry.

UK Local Newspaper Industry Tax Breaks Budget 2015 Osbourne

Osborne heaped praise on the country's newspaper industry, claiming that despite the recent shift of attention to digital and the increasing populairty of online news services, local newspapers remain an integral source of information for local communities, and are still a "vital part of a healthy democracy."

"Local newspapers are a vital part of community life - but they've had a tough time in recent years - so today we announce a consultation on how we can provide them tax support too," said Osborne.

It's hoped by the industry that relief on business rates will support publishers who are being forced to adapt to new technology and changing circumstances, with many local titles across England being forced to cut back staff numbers or even close down altogether due to financial struggles. The consultation will not apply to local papers based in Scotland and Wales due to the devolution of business rate break powers. 

Ashley Highfrield, chief executive of regional newspaper publisher Johnston Press, said: "We are delighted the chancellor has recognsed the crucial role local newspapers play in communities across the country. The consultation on business rates relief is an important recognition of one of the challenges facing the industry."

With more attention than ever on the local newspaper industry, there's never been a better time to consider a print advertising campaign with Press Mag Media. Get in touch today to find out more about advertising in the local press!