Key changes to our newspapers that advertisers need to know about

Transcription

1 Key changes to our newspapers that advertisers need to know about From Monday 30 April

2 New compact size, bigger opportunities. As of 30 April 2018, our Monday to Friday metropolitan and regional newspapers are changing to a compact format. At the same time, all our print publications are changing to a modular page grid and modular advertising sizes. Inside this booklet you will find out why these changes are great news for both our advertisers and our readers. More great content PAGE 4 Improved look and feel PAGE 5 A simpler experience for advertisers PAGE 6 9 It s what our readers want PAGE 10 How we are marketing the change PAGE 11 2

3 We re moving to compact From late April, the way we present our newspapers to our readers and advertisers will be different and better as we move our major dailies from broadsheet to a new, fresh compact version. The new format for our much-loved papers is more than just a change in size. We re constantly listening to what our readers and advertisers want, and our newly-designed papers will not only look different, but will better align with their needs and wants. We will still include all the favourite existing sections, with enhancements in design, page flow and signposting, and a renewed emphasis on local news. The changes to our advertisements, inherent in the change to a compact format, are to make life easier for both your business, by bringing them in line with industry standards, and for us as we have reduced the number of sizes. We know change can be difficult, but I know our sales and account managers will be working closely with you in the coming months to ensure the delivery of a superior print experience. A lot of thought and effort by our senior designers, editorial, marketing and commercial teams has gone into ensuring these changes are enhancing the experience for everyone. Recently, I sat in on a subscriber get together to unveil the new papers. I was absolutely blown away at how thrilled the first set of readers were at the new look of their beloved papers. And I hope that continues. We look forward to hearing your thoughts. Stuff CEO, Sinead Boucher We believe that the changes you will see in the papers will not only reinvigorate our publications but engage and attract more readers to try printed news. 03

4 More great content MORE LOCAL NEWS Our readers told us that local news is fundamental to their support and relationship with their local paper, so during the redesign we have ensured that there is plenty of it, and that it lives at the front of the paper. MORE OPINION We re introducing more opinion, including local voices and veiwpoints, more analysis and more discussion every day. MORE NATIONAL PAGES A daily round up from around the country that will keep readers up to date of what s happening in other regions. MORE SHAREMARKETS We ve recognised that the sharemarkets are important to our readers so we have rebooted them with more information. Each day there will be a full page of both New Zealand and Australian share listings. MORE IN DEPTH This new double page spread will be a daily feature and cast the spotlight on both national and international issues and profiles. MORE OBITUARIES Saturday obituaries have been so popular with our readers that we are introducing a new daily obituaries page. This will be a page that celebrates great lives led by those in and out of the spotlight. A historical element will also feature on some days. 04

5 Improved look and feel We re not the first to go compact, in fact, we re in great company Newspapers worldwide have already changed from broadsheet to a smaller format, noticeably: 2003 The Independent (UK) 2004 The Times (UK) The Scotsman (Scotland) Herald on Sunday (NZ) IMPROVED SIZE Around the world the smaller paper size has been proven to be easier to read and more manageable. We ve also slightly increased the size of our font to make the paper more readable. IMPROVED PAGE FLOW We ve created a consistent page flow and structure across our weekday publications, as our readers have told us they like to find things in the same place each day The New Zealand Herald (NZ) 2013 Sydney Morning Herald (Australia) The Age (Australia) IMPROVED NAVIGATION One of the benefits of the compact format is that all content is contained within one easy section. We ve used in-paper signposting, colour and tags on stories for easy navigation. IMPROVED PAGE LAYOUTS The compact grid makes page layouts cleaner and has been proven to enhance the visual impact of advertisements. We ve also used this as an opportunity to refresh the look of our TV, puzzles, weather, travel and life sections The Guardian (UK) Stuff Publications (NZ) 05

6 A simpler experience for advertisers From Monday 30 April 2018, we are changing not only the size of our Monday to Friday metropolitan and regional publications from broadsheet to compact, but we are also changing the terminology and measurement of all our print publications, regardless of their compact or broadsheet size. Key changes across all newspaper publications New advertising page grids: 8 7 We are simplifying the way advertising is created, booked and placed in all our print publications. Key changes to be aware of in relation to all print advertising: Compact 8x8 grid 1 2 The change in grid ALL Stuff papers are moving to one of two modular page grids, either a compact sized grid, or a broadsheet sized grid. Compact grid publications All Monday to Friday metropolitan, regionals and community papers, and the Sunday News, will be produced using the compact grid. 4 5 The change to modular advertising sizes As a result of the change to a grid format, advertising shapes and sizes across ALL our papers will change to modular ad sizes, from column cm. Simplified advertising shapes We have reduced the number of possible advertising shapes and sizes to make life easier and align with other products in the market. You can see all possible ad sizes on the following pages Broadsheet 12x12 grid 3 Broadsheet grid publications Our Saturday publications of mets and regionals and the Sunday Star-Times will be in the broadsheet grid. 6 Classifieds are not changing Classified advertising across all publications will remain in column cms

7 Key changes for newspapers that are moving to a compact format I love the new format I think it s fresh and looks really informative. And I ll definitely be buying it. I like the In Depth section, that s really good. Wendy, Wellington The move to a smaller, more manageable sized newspaper has been proven the world over to improve reader experience. In addition to the changes in content and format outlined at the front of this booklet, these are key changes that advertisers need to know: 1 The structure of the book The traditional book sections (A, B, C, D) will no longer exist in the new compact Monday to Friday format. Sections will be replaced with simple sequential page numbering. 2 The page flow In designing our new compact newspapers, we ve been very deliberate in creating a consistent page flow and structure across our weekday publications. 4 The booking process We ve also retained the best of our popular Life & Style content and nestled this within the second half of the newspaper along with the essential sections like TV, weather, two pages of puzzles, family notices, classified advertising and sports. 3 5 The rate card structure Our advertising can only be bought in modules after 30 April For some customers the current advertising shape and size will alter slightly in order to fit the modular format. While the traditional method of booking and charging for advertising will change, we are well prepared to work with you to make this an easy transition. Guaranteed positioning and creative executions Guaranteed positioning and bespoke creative opportunities are available on request. Newspapers changing to a compact format Monday Friday: The Press The Dominion Post Waikato Times The Southland Times Taranaki Daily News Manawatu Standard The Timaru Herald Nelson Mail Marlborough Express 07

8 Simplified advertising sizes for every newspaper Compact display advertising sizes (HxW) The ad sizes illustrated below are available in Stuff s compact sized newspapers. This includes all newspapers that publish on a weekday and the Sunday News. 8x16 Double Page Spread* 366mm x 531mm 8x8 Full Page 366mm x 254mm 8x4 Half Page V. 366mm x 126mm 4x8 Half Page H. 182mm x 254mm 6x6 274mm x 190mm 3x8 136mm x 254mm 2x8 Qtr Page H. 90mm x 254mm 4x4 Qtr Page 182mm x 126mm 3x4 136mm x 126mm 3x3 136mm x 94mm 2x4 90mm x 126mm 4x2 182mm x 62mm 3x2 136mm x 62mm 2x3 90mm x 94mm 2x2 90mm x 62mm 1x2 44mm x 62mm FPS Front Page Solus 50mm x 254mm Note: *A Double Page Spread and Double Page Spread Half can only run through the gutter on the centrespread. 08

9 Helpful tip: We ve printed example editions of your weekday newspaper featuring the new compact modular advertising sizes. Ask your Stuff Account Manager for a copy so that you can compare the different sizes at actual size. E-editions can also be viewed at advertise.stuff.co.nz/compact Broadsheet display advertising sizes (HxW) The ad sizes illustrated below are available in Stuff s broadsheet sized newspapers. This includes all newspapers that publish on a Saturday and the Sunday Star-Times. 12x24 Double Page Spread* 550mm x 787mm 6x24 Double Page Spread Half* 274mm x 787mm 12x12 Full Page 550mm x 382mm 12x6 Half Page V. 550mm x 190mm 6x12 Half Page H. 274mm x 382mm 8x8 366mm x 254mm 12x4 Third Page V. 550mm x 126mm 4x12 Third Page H. 182mm x 382mm 6x6 Qtr Page 274mm x 190mm 3x12 Qtr Page H. 136mm x 382mm 4x8 182mm x 254mm 4x4 182mm x 126mm 3x3 136mm x 94mm 2x3 90mm x 94mm 4x2 182mm x 62mm 3x2 136mm x 62mm 2x2 90mm x 62mm FPS Front Page Solus 60mm x 360mm 09

10 It s what our readers want During the development of our new weekday compact newspapers, Stuff conducted numerous reader group sessions to understand what our readers thought about the change. Here s some insights in to what they told us: The size and the layout the new dimensions make it easier to read if you re lying down or sitting on the bus. Neil, Wellington It s nice and easy to handle and easy to read I will definitely continue to buy and read The Press. Martine Christchurch It s a great idea... at last Shirley, Hamilton I really do like the new format I was prepared not to like it in some ways but I think it s great. It feels like there is a lot more content. It s very easy to handle and I like all the effort that s gone into it really. It s got more colour it s approachable it s about Wellington and a lot of thought has been put into it. Kirsty, Wellington I wasn t looking forward to getting a compact size, but now I am. Phil, Hamilton I love the new format I think it s fresh and modern easily manageable with the smaller size for trains, buses, planes easier to manage at home also at the table or on the couch. I love the colour coding for navigation I think that really helps. Tim, Wellington Great new layout it s very clear and easy to read. The colour was pretty good throughout. Alan Christchurch I m really impressed with what I ve seen more depth, more content, more analysis. Great value for money I am very pleased with it. Definitely a good buy. Carol, Wellington We love the Waikato Times. We don t want it to go away. Morris, Hamilton I ve been a subscriber for many years, and I m very thrilled and excited and looking forward to the launch of the new paper. Charles, Wellington 10

11 How we are marketing the change The million dollar reader promo Look out for the promotion To celebrate the upcoming changes to our newspapers, and encourage and engage our readership, we will be running a promotion for our readers in the weeks before and after the change to compact. PHASE 1 Pre-launch awareness Monday 19 March Saturday 28 April Media schedule valued at almost $1million dollars Running for five weeks from late-april $100,000 worth of prizes to attract and engage retail buyers and subscribers PLUS! A dedicated promotion just for advertisers See the back page of this booklet PURPOSE Inform readers of what s happening and what to expect, through: newspaper ads billboards website takeovers edms subscriber comms PHASE 2 Post-launch engagement Monday 30 April Thursday 3 May PURPOSE Encourage readers to engage with the paper by running a promotion to win $100,000 worth of Stuff Pix vouchers and Sony Entertainment prizes, through: newspaper ads billboards website takeovers edms radio ads a dedicated microsite 11

12 To celebrate the upcoming changes to our newspapers, we are offering one lucky advertiser the chance to WIN a trip for two to the 2018 Singapore Grand Prix! * The trip includes flights, accommodation, hospitality and more at Singapore s three day action packed, adrenaline pumping party in September! Valued at $7455 per person, one of our lucky advertiser contacts will win this trip. PLUS We also have almost $10,000 worth of other prizes to be won including Sony headphones and Blunt umbrellas. AND The first 150 advertisers will receive two Stuff Pix vouchers, worth up to $7.95 each, to enjoy the latest movie releases in the comfort of your own home. ENTER NOW AT advertise.stuff.co.nz/ compactpromo Want to know more about the changes to Stuff s newspapers? Talk to your Stuff Account Manager or visit advertise.stuff.co.nz/compact * Competition closes midnight 29 April, winners announced the week commencing 30 April Additional terms and conditions apply. 12