Hoping marketers will take note and follow suit, the Australian newspaper industry will launch a $10 million press campaign beginning Saturday for a five-month push.

Newspapers want marketers to spend an extra $100 million a year on newspaper advertising, and will run the campaign in every national, metropolitan and regional paper owned by the members of marketing body The Newspaper Works.

Marketers advertising in newspapers are doing so for retail and information sectors, but not for brand advertising or repositioning campaigns, according to research done by The Newspaper Works, Tony Hale, chief executive of the group, told The Australian.

Created by Sydney agency BMF, the campaign aims to show product benefit, featuring full-page images with accompanying text ending with the line, “Imagine the story you could tell in newspapers.”

“Very clearly, in order to effect change we need to make a step-change in the way people perceive (newspapers),” Hale is quoted by The Australian as saying.