News & Opinion

Sorrell U-turns on newspapers due to Twitter

Sir Martin Sorrell’s opinion of newspapers takes a positive turn as a deal between WPP and Twitter reveals the role newspapers play in people’s lives - consumers are more "engaged with newspapers than people thought", he says.

In an interview with The Australian at the 60th Cannes Lions International Festival of Creativity, Sorrell explained that he has reconsidered his stance on newspapers as a deal with Twitter, allowing WPP to utilise user data for clients, shows that newspapers play an important role in people’s daily lives.  

Sorrell explained: "We’ve been talking to Twitter about whether one of the solutions that newspapers face in the traditional format might be to demonstrate that consumers are more engaged with these mediums than people thought."

Currently 20% of WPP’s $US73 billion budget is allocated to newspapers and magazines.

In the past, Sorrell has been known to question advertising budgets v time spent. Speaking about newspapers and magazines at the FT Digital Media Conference earlier this year, he said: "We are still investing 20% [of client ad budgets] but consumers are only spending 7-10% of time. That has to change." For more, read our Sir Martin Sorrell's time spent argument is flawed blog.

The relationship between newsbrands and social media was explored by Bruce Daisley, director of UK Twitter, and Joanna Geary, social communities editor at the Guardian, at Newswork’s Shift 2013 conference. The topic is also the subject of a twitter blog, "How newspapersand twitter work together to drive revenue" by Gordon MacMillan, editorial manager of Twitter and an editor of Brand Republic.

Source: The Australian


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