The UK’s leading national newspapers have joined forces for a campaign aimed at promoting the power of newspaper brands to advertisers.
The move comes on the back of a faster than expected slump in the print advertising market this year.
The £3m ad campaign will run in print and digitally across 18 of the UK’s largest newspaper titles including the Guardian, the Observer, the Telegraph, the Sun, Daily Mail, as well as the Independent, i and London Evening Standard.
It is being spearheaded by the national newspaper marketing body Newsworks and has been created by agency Holmes Hobbs Marcantonio.
A series of six ads aims to highlight the influence newspaper brands continue to command as well as the attention they garner daily. One ad shows two TV news presenters at a desk covered in newspapers beneath the headline: “The front page news on TV every night? Ours.”
Another, nods to the competitive newspaper industry with the tagline: “Divided loyalties perhaps. Undivided attention for sure”.
Rufus Olins, chief executive of Newsworks explained: “Technology and the arrival of tech organisations has transformed the way all of us find information, which means the important role newspaper brands play can sometimes be overlooked.”
He added: “We felt it was time to remind people about the job they do and extraordinary influence they have over people’s opinions and decision-making.’’
The activity extends to a 40-second film that looks to highlight that audience today are “surfing, scrolling and skipping” their way through media but newspaper readers are “receptive, engaged and absorbed”.
The overall campaign runs with the line “Nothing works like news works”.
It will run for six weeks from Wednesday 2 September.