The Weekly Times has an extremely diverse target market – it’s the largest regional newspaper in Australia and reaches people of virtually all ages, both in regional and metropolitan areas.
The annual subscription campaign presents a unique marketing challenge, as it requires an incentive that appeals to all kinds of readers.
Penguin has a vast range of premium-quality, large-format reference titles that are prized as family resources. These books generally claim a prominent place in the home and are referred to for many years.
Branded editions of high-end titles bearing The Weekly Times logo on the cover have driven the newspaper’s subscription campaigns for years. Especially popular selections have included The Penguin Australia Do-It-Yourself Manual, Animal: The Definitive Visual Guide to the World's Wildlife, The Cook’s Book of Ingredients, and most recently CWA Classics, the compendium of recipes from the Country Women’s Association.
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