While always a challenge, creating an ad for print is still a special experience - and one that delivers

IRELAND'S ADVERTISING industry last night heard there was "still something special" about the print media from one of the most decorated creatives working in the business.

"There is still something special that the printed media has over TV," said Neil Dawson, judge of the National Newspapers of Ireland (NNI) Press Ad of the Year 2011.

"It's still a tougher challenge. Creating an ad, you have to start with the mindset that nobody in the world cares. If you assume that anyone does care, you can end up making assumptions. Those assumptions could mean you lose the reader. It's also about trying to be reductive, making sure you don't have anything in there that doesn't need to be there."

Also speaking on the night was Matt Dempsey, chairman of the NNI, who hailed the winning ads and congratulated their creators. "It's important that your clients see and understand what newspapers can deliver in advertising terms," said Mr Dempsey, addressing the audience of agency chiefs and creatives at the Four Seasons.

"We provide the canvas for these ads and, as the latest JNRS shows, we also deliver the audience," he said.

"Four out of five Irish adults are still regular newspaper readers, while two out of three of our readers spend more than three hours a week reading their newspapers.

"Those three hours are generally put aside for the purpose of reading," he said. "It's quiet time in which a person is relaxed, receptive and immersed in the environment of their newspaper. In other words, perfect conditions for good advertising to have its effect."

Mr Dempsey added the latest JNRS figures show newspapers' overall reach is extending, chiefly as a result of online and e-newspaper availability.

"There's a simple reason for that - content," he said. "When it comes to original, quality journalism, newspapers will always lead, and others will follow."