A new campaign by Australia’s ‘ThinkNewsBrands’ media marketing cooperative blends research findings with dynamic graphics and snappy text.

A three-pronged approach led by consultancy Fiftyfive5 included a survey of 2000 consumers, consumption diaries covering more than 8,300 occasions, and digital media monitoring of 2.5 million digital minutes and impacts.

“This approach has revealed a holistic way to measure true media effectiveness via a combination of reach, immersion, attention and shareability,” says the group, which names NewsCorp Australia’s Daily Telegraph, The Australian and news.com.au, Nine’s Australian Financial Review, The Age and nine.com.au, and Seven West Media’s West Australian and 7news.com.au in its ‘Total News Publishing’ category – presenting “all printed and digital news as one media channel”.

The group says the research reveals the holistic impact of Total News Publishing for advertisers “in the media moments that matter most”.

“The cumulative power of reach plus relevance is seeing Total News Publishing outperform other channels when it comes to the media moments that matter most to consumers,” it says.

Dynamic graphics on an orange background present those “moments”, arguing that a quarter of Aussies reach for news “before eating breakfast”, the second highest of all media channels.

Attention builds through the day and “is consumed in lots of places”. Research also shows the breadth of news content consumed can be up to twice that of any other media channel, with the presentation claiming written news “is one of the most relevant channels for contextual advertising”.

Interestingly, it claims that when the advertising is relevant, “written news readers don’t feel interrupted,” perceiving it as less disruptive than radio, social media and “total TV”.

Finally, it says market mix modelling shows “Total News Publishing media spend is well below optimal levels” and urges marketers to shift six per cent of their spend to it, “and reap the rewards!”