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 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!

Wednesday, 11 March 2015

Happy Birthday to the Daily Newspaper

Here at Press Mag Media we appreciate how important the UK newspaper industry is to readers and advertisers alike, so today we're celebrating the birth of the daily paper. This very day in 1702 saw the 'The Daily Courant' published by Elizabeth Mallet for the first time, becoming the country's first-ever newsheet to be released on a daily basis.

Daily Courant First Ever Daily Newspaper
Britain's first ever daily newspaper, The Daily Courant
A single sheet publication, the Courant featured two columns of text and advertisements on the reverse, carrying news digests and facts garnered from foreign papers. Mallet resided on Fleet Street, a fitting location for the Britain's first daily paper, as the area had become the centre of the printing industry since William Caxton's printing press arrived in 1500.

The British press had previously been substantially restricted by the Licensing of the Press Act 1662, which was passed to prevent "the frequent abuses in printing seditious treasonable and unlicensed books and pamphlets," with the only official paper in circulation the London Gazette before the Courant arrived 313 years ago today.

The daily newspaper industry went from strength to strength in the years that followed, and even now in a growing digital age is still recognised as imperative and one of the main sources of news for many people. 

The Times Won Newspaper of the Year at The Press Awards
Daily paper The Times scooped 'Newspaper of the Year' at The Press Awards
This week saw the annual Press Awards competition announce daily national paper The Times as 'Newspaper of the Year' for 2014, praising it for its searing investigative journalism work. The Times picked up seven other awards, with the Daily Mirror, the Daily Mail and the Guardian also performing well. A lot may have changed since 1702, but it would appear that daily newspapers are still as valued as ever.

Monday, 2 March 2015

Apple Watch Print Adverts Land in Vogue

2015's most-anticipated product, the Apple Watch, has made its print advertising debut this month, with a glossy 12-page spread in the March issue of Vogue magazine.

All three models of the new wearable device - which is due to be released in April - feature in the magazine, in a move which confirms Apple's intentions to market the new smart watch as a fashionable accessory as opposed to it just being another piece of state-of-the-art technology. 

The Apple Watch advertisements feature stylish shots of the new product against plain white backgrounds in Apple's signature minimalist style, with the intention behind the campaign to target the high fashion market. It's a similar move to that of Google Glass two years ago, which also ran a promotional spread in Vogue, although it's thought that the Watch's more discreet wearability and sleeker appearance will mean Apple's innovation fairs considerably better than the device which has recently been scrapped and taken back to the drawing board.

See a selection of images from the new Apple Watch print advertising campaign below:    

Apple Watch Vogue Print Advert

Apple Watch Vogue Print Advert

Apple Watch Vogue Print Advert

Apple Watch Vogue Print Advert

Wednesday, 25 February 2015

New York Times Magazine's Facelift Sees Major Increase In Print Advertising

Last Sunday saw the new look New York Times Magazine hit the shelves for the first time, with the dramatic redesign making the issue the thickest in the magazine's history. Swelling from its usual 60-page mark, last week's mammoth issue was packed with 220 pages - with over half of those pages devoted to advertisements.

The multi-million dollar redesign was implemented by Editor Jake Silverstein and design director Gail Bichler, with the magazine now including several new sections and features in an attempt to assert itself among the Times' new products, both online and in print.

The New York Times Magazine Now Features A Large Volume of Print Advertisements
The first issue of the new-look magazine (Image: New York Times)

Advertisers jumped at the chance to have their ads included in the new milestone issue of the magazine, with 40 new companies investing in print space in the publication. 121 of the 220 pages are advertisements - which is the highest amount of advertising the magazine has included since October 2007 - with brands such as Diesel, Cadillac and Bank of America promoting their businesses on the magazine's new, high-end glossy paper.

As well as aiming to generate higher revenues from print advertising, a major incentive behind the magazine's revamp is to generate more web traffic and digital advertising for its online site. 

The magazine - which comes as a supplement of the world-famous New York Times - has introduced new design features, most noticeably new column sizes and typefaces, in order to set itself apart from regular New York Times content. These will be carried across to its website, along with regular news stories and podcasts, in an effort to establish the magazine as a popular publication in its own right, and not just a 'freebie' extension of the New York Times.

Tuesday, 17 February 2015

Time Inc. Launches Programmatic Advertising for Print

New York magazine publishing giant Time Inc. has claimed to be the first company in the industry to make advert space in its print publications available to purchase through a programmatic advertising platform.

Time Inc.

This automated form of buying ad space has been a long-standing feature in digital advertising sales, allowing media buyers to purchase space from a digital marketplace through an auction-like system. The expansion of this method to print advertisements will mirror the same system, meaning that advertisers won't know which Time Inc. magazines their ads will run in, only that they will appear within the titles which match their selected target audience demographic.

Time Inc. has confirmed that it has joined forces with online marketplace MediaMath in order to let advertisers buy space across its 18 US-based magazines, which include publications such as Time, Sports Illustrated, Entertainment Weekly and People. American retailing company Target, through its media agency Haworth, has become the first advertiser to take advantage of automated print ad buying. Advertisers will now be able to buy space in magazine categories including Women, Men, Lifestyle, Luxury and Business/Finance, across titles which have audience numbers that range from five million to 89 million.

Since launching the platform for digital media last year, Time Inc. has seen an 85% growth in its programmatic business, with executive vice president Mark Ford claiming that the introduction of print sales to the system is the result of growing advertiser demands for more efficient and automated ad-booking platforms. It's thought that the move will give Time Inc. tighter control of its print advertisement prices, with some expecting the bidding process to result in higher prices for premium advertising space.

Although the platform is only currently available for Time Inc.'s American publications, this week Charlie Meredith, managing director of the publisher's UK advertising business, said that he expects it will expand across the Atlantic in the near future.

Tuesday, 10 February 2015

New campaign shows support for Scottish newspaper industry

Over 60 chief executives, managing directors and marketing directors have shown their support for the Scottish newspaper industry, by championing a campaign that highlights their important role in today's Scottish media industry and their increasingly multi-platform readership.

SNS are celebrating the importance of Scottish newspapers
The campaign has been launched to celebrate 100 years since the foundation of the original Scottish Daily Newspaper Society, which later joined forces with the Scottish Newspapers Publishers Association to form the Scottish Newspaper Society (SNS) in 2009.

Figures have been released stating that the Scottish media industry contributes £1.2 billion to the country's economy, with a staggering 64% of that sum coming from the newspaper and publishing industry. The report from Ebiquity also found that those who invested in press advertising earned £1.48 for every £1 spent in 2014.

US tycoon Donald Trump, who owns a luxury golf resort in Aberdeen, is the most high-profile businessman to put his name to the campaign, declaring that the impact of advertising in the Scottish media "can't be underestimated."
Donald Trump has hailed the impact of the Scottish newspaper industry
SNS has also been able to garner support from the likes of Aberdeen Asset Management chief executive Martin Gilbert and Royal Bank of Scotland chairman Ken Barclay for the campaign which recognises the contribution newspapers in Scotland make to business and society.