Newspaper Marketing Agency relaunches as Newsworks
The Newspaper Marketing Agency has relaunched as Newsworks.
New CEO Rufus Olins, who is driving the re-branding of the organisation, said the change is symbolic of a new reality in national press, which is that titles are operating across a range of different platforms – computers, smartphones and tablets.
“The media landscape is evolving fast, and this is affecting the national press as much as any other medium.,” Olins said. “We need to start thinking differently – it’s not just about printed newspapers, it’s about newsbrands in all their forms.”
Newsbrands have increased their net daily audience by nearly two million UK adults over the past five years and now reach more than 24 million people, according to Newsworks.
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% over the same period – equivalent to an extra six minutes a day.
“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,” Olins added.
To support the re-launch, a new advertising campaign by McCann London will run from today and will be promoted across Newsworks member platforms.
At MediaTel Group’s Future of National Newspapers event last week, Olins explained that the trade body has a reduced budget, but said it “is sufficient to do what we need to do”.
“The NMA needs to run a multi-platform operation and reflect the industry as a whole,” Olins continued, hinting at a re-brand. “We need to work together – I have seen lots of goodwill. We are on the brink of changing things.”
Newsworks is also publishing “From newspapers to newsbrands: a guide for advertisers and agencies” today. This publication brings together the basic facts and figures about newsbrands as an advertising medium, and how advertisers and agencies can best use them in the multimedia advertising mix.
A revamped website will be complete in autumn 2012.