Australia's papers get together to win advertising

Australia's press industry is launching a $10m (£4.12m) campaign to attract advertisers back to newspapers. Every national, metropolitan and regional daily paper under the aegis of a marketing body called The Newspaper Works will take part. Its chief executive Tony Hale said: "The primary objective is to help increase our share of national advertising revenue... we need to make a step-change in the way people perceive (newspapers)." This sounds very similar to an initiative by Britain's Newspaper Marketing Agency. (Via The Australian)