SOUTH
AUSTRALIAN
REGIONAL NEWSPAPER
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Judge:  Chris Coote

Overall the standard of features was solid but most were still the traditional type of features in terms of ad stack and editorial layout. Features that would stand out more could involve breaking away from that and introducing different layouts that may appeal more to readers and, in return, garner more support for the advertisers. Ads in the centre of pages with fact boxes or snippets, ads breaking into editorial and subtle use of colour all add to making a feature more relevant and appealing for readers and advertisers.

Third place: Taylor’s 50th Anniversary – Plains Producer

This feature started well with a striking full-page photograph of the family involved in the business with clear branding. The advertisement ratio was high, and the editorial summed up the past, and present of the well-known company. The addition of short pieces of facts about the company could have improved it, but no doubt it was well received.

Second place: Shop Local Barossa – The Leader

While this type of feature has been done many times in most country newspapers, this one stood out. The editorial was basically advertorial, but it supported the ads and readers couldn’t help but know what the paper and local business was doing. The ad stack is good and clear, and the generally well-staged photographs do well to support the advertorial. Another important part to this feature being placed second was its sheer size and revenue – ultimately that is what advertising features are about and no doubt this one delivered for The Leader.

First place: Coffee Lovers – The Border Watch

It isn’t the first time this idea has been used but this feature does what a number of others don’t in that it stands out and asks to be read. It steered away from the traditional editorial style of most features we see. It also used simple graphics to decorate the pages, and the editorial was interesting and informative, but most importantly, delivered in bite-sized pieces. Apart from the front page advertorial, the rest of the information was in 20 to 30-second reads, which means it is more often than not read. Congratulations to the Border Watch.

 

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