The alliance of rivals that is The Newspaper Works has spawned a long overdue campaign to extol the influence of newspapers.

The nine-year-old not-for-profit body owned by Australia's four dominant newspaper publishers is taking space in their own columns and websites to claim the influence they have in politics and society... and will relate it to potential advertising outcomes.

The 'Influential by nature' message launches today with an advertisement about a Sydney newspaper campaign to reduce alcohol-fuelled street violence, credited with a 40 per cent reduction in violent assaults.

Chief executive Mark Hollands says he had long believed a campaign to champion and highlight the value of newspapers was "one of the things we should do".

With the EMMA audience metric established and marketed, now was the time: "If not now, when," he responded to a GXpress question about strategic timing.

"When I came to The Newspaper Works, the first objective was to launch EMMA and bring it to market. Now we've done that, this was a next priority," he says.

Hollands admits it took time to find common ground and develop the campaign, which he says will "reposition" the industry. Initially participants are the four Australian publishers - APN News & Media, Fairfax Media, News Corp Australia and West Australian Newspapers (Seven West Media) - which own the group.

"As we roll it out we will be working with other newspapers," he says. "This will include our colleagues in independent newspapers, who have been really keen to see the industry get on the front foot in this way.

"The priority has been to focus on the commercial partners in Australia."

A print and digital campaign launch the new positioning today and features examples where influence has achieved tangible outcomes for both the community and advertisers. The first shows how a newspaper media campaign aimed at reducing the incidence of alcohol-fuelled violence on Sydney's streets contributed to a 40 per cent reduction in violent assaults.

In coming weeks, the series continues with examples of the influence of newspaper media from across the country and how advertisers benefit from it.

TNW chairman Michael Miller - who is chief executive of APN News & Media - says every effective and meaningful campaign needs influencers to drive trust, belief and action: "Influence is an inherent characteristic of newspapers and we need to remind advertisers of the impact newspaper media brands still have today among consumers.

"This market positioning, which has the support of all four of Australia's major publishers, re-states the natural commercial and consumer benefit of newspaper media and its importance for effective communication."

Hollands describes the campaign as "a real collaboration" between the major publishers: "We began with the premise of creating a message that was true for all newspapers in metropolitan and regional areas.

"The enthusiasm we have had from publishers and editors across the spectrum of newspapers in Australia has resulted in this campaign," he says.

Created by The Hallway, the ads will appear in print and digital editions of newspapers and marketing trade media.

• New EMMA statistics published today claim newspapers attract 11.4 million digital readers in Australia. Consumer demand for 'news on the move" is credited with strong audience growth on newspaper digital platforms, with more than three million users each month on mobile and tablet devices, a year-on-year increase of 14 per cent and nine per cent respectively, the Enhanced Media Metrics Australia data for the 12 months to February 2015 indicates.

Total newspaper media readership has remained consistent with a claimed 92 per cent of all Australians aged 14+ reading newspapers across platforms. Printed newspapers continue to contribute the largest audience, with 14.2 million readers, or 80 per cent of the population.

Right: The first ad in the campaign

On our home page: Michael Miller (right) with Mark Hollands