News Corp Australia’s four state-based mastheads are today launching special afternoon print editions to meet high advertising demand for Black Friday inventory.
The 24-page special editions will feature 17 full-page advertisements and, in a nod to News Corp Australia’s newspaper traditions, a special team of old-style paper boys and girls will distribute 100,000 copies of the PM editions for free at major thoroughfares in Melbourne, Sydney, Brisbane and Adelaide.
The initiative builds on News Corp Australia’s successful Black Friday campaign last year and the increased audience experienced during COVID-19.
Earlier this year, News Corp Australia’s managing director national sales Lou Barrett told Mediaweek:
“News Corp Australia is working with clients on their 2020 Christmas plans, Black Friday/Cyber Monday – November 27 and 30 will be huge this year.
“It’s going to bigger than ever. People have been shopping online more than ever this year and retailers are seeing it more and more as an early Christmas trading opportunity.”
This week Barrett said advertisers had an appetite for high-impact campaigns in trusted environments.
“We’re creating new commercial opportunities to meet this increasing demand among advertisers,” Barrett said. “We’ve all been through a year like no other, however our print readership has been a standout during this time. While online shopping has gone gangbusters, print’s starring role in support can’t be underestimated in helping us engage with 17 million Australians monthly.
“The special editions will feature gift guides, mega wraps, reader offers and discounts to be activated in-store or online from retailers.”
Barrett said it was increasingly important for advertisers wanting to speak to a mass audience to seek out trusted, premium environments such as those news brands offer.
The free PM edition will hit the streets at 2pm at the following locations:
• New South Wales Chatswood – World Square – Bondi Junction – Westfield Parramatta
• Victoria Melbourne Central SC – Westfield Doncaster – QV Melbourne – Westfield Knox
• Queensland King Georges Square – Westfield Chermside – Carindale Myer Centre Brisbane – Westfield Garden City
• South Australia Rundle Mall – Westfield Marion – Elizabeth City Centre – Westfield Tea Tree Plaza