Down Under, Men At Work On Image Of Newspaper

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By: E&P Staff

Australia’s biggest chains on Wednesday launched a new industry organization to make that case that newspapers are still the best ad buy in the Internet age.

“We believe very strongly that newspaper assets are not going to be consigned to the scrap heap of old media,” said John Hartigan, CEO of News Ltd., publisher of the national newspaper The Australian and dozens of other papers.

“They are going to be trailblazers as part of the new media,” he said in a statement anouncing the new organization, The Newspaper Works.

News Ltd. and another big chain, John Fairfax Holdings, are putting up most of the Aus$2 million (US$1.5 million) to fund the organization’s first year, the Herald-Sun in Melbourne reported on its Web site.

Hartigan, who will be The Newspaper Works first chairman, said the organization will wrok to position newspaper as a creative medium for advertisers. It will also “develop and implement strategies that will drive more dollars to newspaper businesses,” he said, according to the Herald-Sun article by Byron Kaye.

The Newspaper Works will operate with a seven-person staff out of offices in Sydney beginning in September.

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