IPG Mediabrands Australia CEO Danny Bass: Newspapers Rule the News Agenda

June 3, 2016 | Share this article

“The battle for Prime Minister will be won and lost by what’s on the front page of the newspaper every morning,” IPG Mediabrands CEO Danny Bass said.

Speaking on the closing panel at the Media Summit, News Corp account manager Angus Davidson and Bass discussed the issues faced by publishers and the relevance of papers in the digital age.

“The news agenda is still set by the newspapers,” Bass said.

It’s a sentiment News Corp has pushed before.

When the double dissolution was announced, News Corp head of print innovation Zac Skulander told AdNews every angle of the election would play out across the papers.

This is why News Corp invested in a translucent wrap for its double dissolution front page for the Daily Telegraph – an innovation that helped the paper stand out in a sea of Sco-Mo illustrations from other mastheads.

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