Front pages are out, individual stories are in. That's the next twist in News Limited's drive to revive interest in its newspapers. This week it swapped out The Telegraph for The Australian across its billboard campaign.
The firm has hired 350 JC Decaux billboards in a push implemented by UM. It launched the promo last month, on the same day that Fairfax relaunched its titles in compact format.
The firm said it was too early to measure the results of the campaign and that it was more of a push to drive awareness than sales.
"For the next two weeks, daily pointers to The Australian newspaper will be featured on almost 350 billboards across the eastern seaboard in a campaign that sparks curiosity in the breadth and depth of The Australian’s coverage," said a News Limited spokesperson.
“Each evening editorial and marketing work closely to determine which story will be featured based on what is most relevant to the state. This continues the outdoor campaign we launched last month to promote our journalism.”
Flagging up stories from The Australian will continue this week and next. After that, News will continue its campaign but would not say what will follow next month.
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