Launch of new paper an attempt to win back readers who have abandoned print

Today marked the launch of Britain’s first national daily since 1986.

The i is a spin-off from the Independent and is designed to attract younger readers. It is essentially a slimmed-down version of the main paper and it is hoped that it will appeal to those who might have swapped newspapers for the web.

Similar in style to the well established and free Metro, it will be interesting to see if commuters will be willing to pay for this slimmed down version of its parent. Or whether it will eventually replace the Independent, which has been losing sales for years.

What will be far more interesting will be to see if it does manage to appeal to its target young audience who have turned their back on print. Many will argue that they have done so for cultural and technological reasons. However we may find there is indeed a demand for an intelligent and brief read that the i promises to provide.

Caxton Awards Winners

Advertising agency Three Drunk Monkeys has won the best of show award and took home five awards at this year’s Australian Caxton Awards for newspaper advertising.

The best of show, or winner of the Quinlivan Black award, went to the agency’s “A Little Knowledge Goes a Long Way” ad for documentary channel BBC Knowledge, which used board-game-style imagery to demonstrate the entertaining way the channel presents information as shown below.

For more details and to see the other winners go here.

http://www.caxtonawards.org.au/caxtons/the_awards/2010/enter_2010.html

Magazines and augmented reality

A summary of how magazines are using augmented reality to deliver extra content. This hasn’t been very widely used to date but magazines are trying to use it in an interesting way. Likely to be developed further with time as publishers become more creative.

http://www.ppa.co.uk/ppa-marketing/feature-article-archive/factfile-on-augmented-reality/

Magazine and online case study

This is a case study from the UK for a new product from Kellogg’s, using magazines and online. The campaign resulted in a 140% increase in trial for the new product, Nature’s Pleasure, and 61% recall.

http://www.ppa.co.uk/ppa-marketing/case-studies/bbc-goodfood-kelloggs-natures-pleasure/

Saatchi and Saatchi turns 40

A look at the history of Saatchi & Saatchi as it celebrates its 40th anniversary

http://www.guardian.co.uk/media/2010/sep/06/saatchi-brothers-40-years-advertising

NYTimes connects with Facebook

An interesting look at how NYTimes is using Facebook to connect with social media and potentially access in-depth user information

http://www.guardian.co.uk/media/pda/2010/aug/31/new-york-times-facebook

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