News Corp latest promotion, which will see millions of Marvel comic books inserted into the group’s newspapers is the media giant’s fresh attempt to alleviate the burgeoning decline in print circulation.
The promotion will run across 17 of News Corp’s metro and regional newspapers, set to launch Saturday July 23 for Tasmania, SA and NT and Sunday July 24 for NSW, Queensland and Victoria.
News Corp’s Marvel campaign is the publisher’s latest strategic move in curbing the mounting print circulation declines, with expectations the group will sell some three million comics during the 14 day period.
“Marvel characters have no limit in terms of their popularity and this collection has been specifically chosen to appeal to super hero fans everywhere; boys and girls; young and old,” says News Corp Australia managing director for metro and regional Damian Eales.
News Corp says the campaign is being supported with a national TV promotion, social media advertisements and owned media coverage across print and digital platforms.
While many other newspaper publishers have abandoned print promotions in the likelihood of a digital-only model, News Corp remains steadfast in supporting the sale of printed news.
The group also recently invested $6m in a new glossy magazine to appear as an insert in The Sunday Telegraph in NSW and The Sunday Herald Sun in Victoria.
Media rival Fairfax recently flagged the likely evaporation of printed weekday publishing as the firm focuses on 24/7 digital content.
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