Sponsorship Policy

The Advertiser and Sunday Mail are the newspapers of choice for the people of South Australia. Passionate, positive and woven into the fabric of the community, they are powerful channels that provide ongoing dialogue with the people of Adelaide and South Australia.

With readership of 446,000* for The Advertiser Monday-Friday, and 529,000* readers for The Advertiser on Saturday, and 588,000* Sunday Mail readers, both publications are leaders in their market, and part of the culture, heritage and personality of Adelaide and South Australia.

*Source: Roy Morgan Single Source, twelve months to end of March 2012.

The Advertiser and Sunday Mail have established strong community ties through the sponsorship of major events and the arts, community activities, together with the sponsorships of sporting organisations and business.

Sponsorship will only be considered if it is the most cost-effective means of achieving some or all of the company's marketing and communication objectives, and/or provides a real benefit to its readers and the broader community.

This document outlines all relevant items that should be considered in preparing an application for sponsorship from The Advertiser and/or Sunday Mail.

Brand Overview, The Advertiser

For 150 years, The Advertiser has been the best source of international, national and local news and information which affects the daily lives of all South Australians.

With a forward-thinking and positive outlook, it challenges the community with breaking news, insightful analysis and balanced opinion.

The paper campaigns and champions improvement for our state and action from our leaders and readers. Proudly South Australia, the paper engages in an entertaining and youthful style which always surprises. The Advertiser encourages its readers to "Make the most of every day" and provides the resources to ensure this is achieved.

Brand Overview, Sunday Mail

The Sunday Mail brings South Australians together through its coverage of the issues and topics which interest the state's communities. Through its detailed sections, range of opinion writers, and coverage of major community news, the Sunday Mail enriches the lives of its readers by delivering their needs and representing their rights.

Its straightforward and approachable tone entertains and relaxes, informs and inspires. Like a good friend, the Sunday Mail can be relied upon for good times, and in times of need.

The Sunday Mail is for people who are passionate about life, involved in their community, and love the ideals of Sunday.

What will be considered for sponsorship?

The Advertiser and Sunday Mail sponsorship program seeks to achieve a balance between sporting, educational, arts/cultural, business events, community, and charity organisations.

Objective:

To establish a portfolio of sponsorships that reinforces the core attributes and credentials of ANPL’s mastheads, sub-brands and online operations. If The Advertiser and/or Sunday Mail are to consider entering into a sponsorship agreement, the event/program must meet the following criteria.

• The sponsorship should compliment ANPL’s existing brand values.
• The sponsorship should provide a platform to increase ANPL’s readership, circulation and/ or advertising revenue.
• The sponsorship should reach one or more of ANPL’s target markets.
• The sponsorship should provide positive visibility and branding for ANPL’s mastheads, sub-brands and online.
• The sponsorship should not compromise the newspaper's journalistic integrity or independence.
• If there is an advertising budget, the majority of that budget must be spent with ANPL. None of the remaining budget should be spent with a print competitor of ANPL, unless agreed in writing with the sponsorship manager.

A minimum of four months lead-time is required prior to the event or commencement date of the potential sponsorship.

What will not be sponsored?

The Advertiser and/or Sunday Mail will not sponsor programs or events that:

• Support political and religious organisations;
• Denigrate, exclude or offend minority community groups;
• Create environmental hazards.
• The Advertiser and Sunday Mail do not sponsor individuals.

Sponsorships must provide a selection of the following:

• Naming rights
• A natural link with The Advertiser and/or Sunday Mail.
• Exclusive editorial opportunities.
• Branding and signage opportunities.
• Sponsorship exclusivity.
• Product exclusivity.
• Creative ideas for utilisation of the sponsorship.
• Provision of advertising revenue from the event or other sponsor partners.
• Provide opportunity for key customer hospitality.
• Newspaper sales opportunities.
• Provide promotional main media time/space as well as logo exposure.
• Cross-promotional opportunities with other sponsor partners.
• Specifically target at least one of our primary demographics.
• Provision of tickets/prizes etc which can be utilised as reader promotion.
• Agreement confidentiality
• First right of refusal for subsequent years.

Application checklist

The following information will be required to enable a thorough evaluation of your proposal for sponsorship:

• Concise description of the opportunity.
• History of your event or activity.
• Overview of your marketing plan -- including what is and is not confirmed.
• Demographics - who watches or attends?
• Estimated attendance if applicable.
• List of sponsors who have committed to date,
• Comprehensive list of benefits, include how they relate to The Advertiser/Sunday Mail.
• Timeline, including important deadlines.
• Credentials of your company/organisation, including mission statement and long term goals of your organisation or event.
• Exclusivity.
• Signage/branding opportunities.
• Potential for newspaper sales.
• Estimated advertising spend (all media).
• Estimated advertising spend with The Advertiser and/ or Sunday Mail.
• Estimated value of all exposure and benefits.

Process for consideration

All proposals must be submitted in writing either by mail or fax.

All proposals are reviewed by the Sponsorship Executives to assess suitability, feasibility, and resources required. Recommended proposals are presented to the Editor and Marketing Manager for approval.

Proposals should be mailed to the following address

Partnerships Manager
Marketing Department
Advertiser Newspapers Pty Ltd
Box 339
Adelaide 5001

Or emailed to:

sponsorships@adv.newsltd.com.au