It focuses on the promotion of press as an efficient advertising medium and on the unique traits of daily newspapers and magazines, with an aim to encourage media planners and advertisers to use that medium more frequently.
"It is in the interest of the publishers that the press advertising volume is growing and that the press as an advertising medium is appreciated. We are convinced that the comprehensive knowledge accumulated for the sake of that campaign will be the first step in the process of a more rational division of the advertising 'cake'" - believe the members of the Board responsible for the press promotion. The increasing role of the press advertising is reflected in its growing share in advertising budgets. In 2005 it accounted for one-third of such budgets.
Press reading requires active involvement. When reaching for a magazine, we make a conscious choice, and consequently, it is much easier to define the target group. The results of a research conducted by Media Choices suggest that consumers give much more attention to advertisements in their favourite magazine than to the TV or Internet advertisements.
Apart from information about the product, its composition, features, etc., press advertisements provide such details as its price, addresses and telephone numbers of the distributors, the dealer's network and Internet addresses. They can include promotional vouchers or competition coupons.
Another important trait of the press is the possibility to include samples, thanks to which the consumers have a chance to try such features of the product as its aroma, texture or taste that play a key role when decisions about making a purchase are being made.
As a communication platform of the Discover the press! campaign, the dedicated www.prasa.info website has been created. Its main component is the module consisting of 10 thematic sections. Each of them presents, discusses and substantiates one of 10 major arguments for choosing press advertising.
Each theory should be supported by practice. For that reason a gallery of press advertisements has been created on the website, presenting the most interesting examples of using newspapers and magazines for an effective and evocative demonstration of the advertised products' and services' advantages. For easier navigation, the press advertisements have been grouped according to the branch they represent. Additionally, a thorough analysis and comments accompany each of the advertisements.
The intention of the Discover the press! campaign's authors was to highlight the fact that the press advertising costs, although increasing, are still disproportionate to the opportunities that it offers to advertisers. The campaign was targeted at media planners and advertisers. Its aim was to persuade them to take a new look at the press advertising potential and use it more extensively in their media plans. Another target group of the campaign were the advertising departments of the press publishers. The collected arguments they receive constitute valuable tools, useful in convincing advertisers that their publications are worth advertising in.