The disappearance of Mrs H.E Rald

  • Media
  • September 27, 2012
  • Ben Fahy
The disappearance of Mrs H.E Rald

APN went to plenty of trouble to promote the recent changes to the New Zealand Herald and, with a fancy TVC, a host of print and digital advertising and a microsite dedicated to keeping readers and advertisers informed. All up, the campaign had a ratecard value of $4 million (although it used its own media channels extensively). And, in what could either be seen as an example of how far newspaper marketing has progressed, or an example of how the newspaper industry didn't need to do jack to maintain its readers and advertisers back in the day, it was slightly more advanced than the campaign the Herald ran to preview its last major format change in 1960. 

On Monday 1 August, 1960, news stories took the front page lead on the Herald for the first time and the size of the paper roll it was printed on was reduced (prior to this the paper was slightly taller and wider). Up until that point the front page was made up of classified ads. So, to mark the last day of that set-up, an announcement about the change was published on Saturday 30 July and ran as a personal ad. 



Mrs H. E. Rald, regrets she will be making a well-deserved rest. However, her grand-daughter will continue her good works. Much younger and very virile, she commences work on Monday. Older readers will love her and the H. E. Rald great-grandchildren will adore her. She will find a place in the hearts of all the family.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.


Stoppies 2017: Vogel's brings Campaign of the Year to its table

Last year saw Vogel's roll out its first TV campaign in a decade, and it was worth the wait. 'What do you bring to the ...

Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit