AUSTRALIA'S major newspaper publishers are joining forces to push a focus on the great work done every day by regional and metropolitan publications.
APN Australian Regional Media -- publisher of this website -- has signed on with Fairfax Media, News Corp Australian and Seven West Media as part of a campaign led by industry body The Newspaper Works.
The publishers will stand shoulder-to-shoulder in an effort to show the strength of the medium despite being fierce competitors in the media marketplace.
The Newspaper Works campaign is titled, "Influential By Nature".
The print and digital campaign will use examples of newspapers doing great things for their communities and their readers.
The first example covers how Fairfax Media's campaign to fight alcohol-fuelled violence reduced violent assaults on Sydney streets by 40%.
A campaign by Australian Regional Media that fought for and won a reversal of the Queensland Government's controversial fly-in, fly-out regulations will also feature in the campaign.
Newspaper Works chairman and APN News & Media chief executive Michael Miller said these newspaper campaigns drove trust, belief and action.
"Influence is an inherent characteristic of newspapers and we need to remind advertisers of the impact newspaper media brands still have today among consumers.
"This market positioning, which has the support of all four of Australia's major publishers, re-states the natural commercial and consumer benefit of newspaper media and its importance for effective communication."
The Newspaper Works CEO, Mark Hollands, said this was an important collaboration between Australia's most influential publishers.
"We began with the premise of creating a message that was true for all newspapers in metropolitan and regional areas.
"The enthusiasm we have had from publishers and editors across the spectrum of newspapers in Australia has resulted in this campaign.
"Newspapers have been influential since their inception. History shows that great mastheads have opinions and are unafraid to share them.
"Today, in the age of digital communication and media fragmentation, newspapers have maintained and grown their influence in our society."