When the Dainik Bhaskar launched its Writers for Readers promotion in 2005, the objective was to establish superiority of the newspaper based on its editorial content by renowned writers across subjects. The promotion ran in Dainik Bhaskar during 2005 and 2006 as in-newspaper advertising.
The results were there for all to see. Brand association with prominent writers improved by 14 per cent and campaign recall by 63 per cent. At just campaign recall, it was at 79 per cent, so the campaign recalled by 79 percent and 79 percent of readers within this subset (that is, 63 per cent of total respondents) rightly associated the campaign and the brand. The campaign paid off, and went on to prove for one of the country's largest newspaper chains that readers can indeed be engaged by strong editorial content.
The copy of the promotion read: "From harsh black-and-white aspects of politics, to sports, society, or burning issues of national and international interests, Rajdeep Sardesai's pen spares no one. This gifted son of former cricketer Dileep Sardesai, when not bowling out seasoned political players with his googly of questions, is busy writing crystal clear articles where every reality is laid bare, layer-by-layer. A media man enormously proud of his journalistic roots, meet him in the editorial page of Dainik Bhaskar. The country's distinguished names write for Dainik Bhaskar."
The Dainik Bhaskar promotional strategy is one of the 45 illustrated case studies collated by Claudine McCarthy for the International Newspaper Marketing Association (INMA). At a time when newspapers are frantically trying to grab the attention of readers and swing them back from other media outlets, here comes this compilation which can help newspaper owners and editors promote their editorial content to attract readers, develop the newspaper's brand, and promote its image too in the bargain.
The ideas selected for the New Ideas To Engage Newspaper Readers and Promote Editoral Content represent a broad cross-section of efforts by newspapers of varying circulations from throughout the INMA network. INMA is a non-profit association dedicated to promoting advanced marketing principles within the newspaper industry. INMA has more than 8,000 members worldwide.
According to INMA, "These campaigns provide you with engaging ideas to communicate clearly what your newspaper offers to your audience. Through this e-booklet, INMA provides you with the latest tactical ideas, including direct mail, outdoor, value-added promotions, supplementary products, multi-media, and more. INMA demonstrates how these tactics have been successful in attracting new readers to newspapers and in solidifying current reader relationships."
The National Post, published from Ontario in Canada, introduced a new tagline, "A Better Read." To promote the new tagline and increase brand awareness, the daily which has a circulation of 275,000, displayed posters in the critical Greater Toronto Area market. Outdoor backlit posters were executed in the PATH underground network that links office towers and businesses in the downtown Toronto core. These posters featured witty messages about the absolutely engrossing nature of the National Post.
The first wave (spring 2005) of creatives featured a female reader so engrossed in reading the National Post that she was still sitting in an airplane while everyone else had disembarked. The second poster featured a male in a long bank queue that had emptied, but he was so engrossed in reading the Post that he did not notice.
The second wave (autumn 2005) of creatives played on real gender proclivities. One featured a male so engrossed in the National Post that he was clearly oblivious to three attractive models at a nearby lingerie photo shoot. The second featured a female reader reading the Post but paying no attention to a throng of female shoppers fighting over shoes at a mega sale in the background.
The campaign worked for the National Post. It achieved a 12 per cent increase in Monday-Friday Toronto readership, while all other paid Toronto newspapers showed declines. Nationally, the Post showed a 2.9 per cent increase in the Monday-Friday readership.
Down Under, the Australian used a new supplement to lift its circulation. The Part Works promotion commemorated the 60th anniversary of the end of World War II. The 13-part glossy magazine series highlighted the events and the defining moments of WWII. The series provided turning points of the war, the Australian people's part in the war, and graphics on key weapons and technology that the war produced.
It included interviews with veterans, some of whom told their stories for the first time. A Newspapers In Education (NIE) component was also included, broadening its appeal to schools. The Part Works promotion reinforced brand positioning of "Are You An Informed Australian?" The magazines were inserted into the newspaper on three consecutive Saturdays and the intervening weekdays.
The marketing staff set goals to increase Saturday sales by 40,000 and Monday-Friday sales by 20,000, with an overall incremental sales target of 320,000. The promotion exceeded the set targets. The promotion lifted the profile of the Australian and reinforced its authoritative position as a unique national voice. The results illustrated the credibility that the Australian brand and its editorial team had lend to Part Works. The promotion increased sales by 40,000 copies on each Saturday of the programme and 32,000 copies on weekdays. Total incremental sales reached 440,000.
The strategy of Hoy, published from Quito in Ecuador, had a literary flavour. Through a collection of books that featured important biographies of the 20th century, Hoy wanted to provide readers with a way to have their own collection of the stories of famous figures who had left a lasting impression on future generations.
In Ecuador, newspapers often sell products such as books, CDs, and posters. Ecuadorian people like such offers because the products are attractively priced and packaged. The books, imported by Hoy, were circulated with the newspaper every Tuesday. Readers had the freedom whether to buy Hoy and also pay US$3.99 for each book, or just buy Hoy. The Literature Lovers promotion improved the company's image, and the promotion led to a 20 per cent jump in circulation.
