With 70% of the Australian newspaper market, Rupert Murdoch offers advertisers unprecented print media reach. Today, News Ltd takes the concept to a new level with a mini tooth-wiper inserted into more than 2 million papers across the country.

Gillette, which is in the process of merging with Proctor & Gamble to create the world’s biggest consumer products company, came up with the idea of spending several million dollars on Australia’s biggest ever single day sampling exercise by funding a halving of the cover price of papers including the Herald Sun, The Daily Telegraph, The Courier-Mail and The Advertiser.

The Sunday Times in Perth will include the sample pack but not discount the paper, while News Ltd readers in Tasmania and the Northern Territory have missed out on the deal entirely.

I never imagined buying a dead tree splattered with filthy ink and then taking something out of it and cleaning my teeth, but it happened this morning. The News Ltd press release waxed lyrical about the creativity of its advertising people. But truth be known, it was the Gillette team which has the record for innovation.

When Gillette launched Mach 3 in Sydney, everyone who went through the Sydney Harbour Bridge tollway for a day was paid for by Gillette and this got loads of press coverage. Then there was the recent example when they painted a Virgin jet to look like the razor to promote the launch of a new power shaver.

All of this points to the fact that internet and viral marketing is on the rise as television and newspapers decline, prompting the old guard to try more and more crazy concepts to stay in the game with the big-spending global consumer giants.