Your 'odds on' harness figures concur with my own survey a while back Mick (posted on here)
Maybe promote the newspaper odds as ratings and therefore punters can then consider whether the odds on offer are overs or unders. (There is of course also the question of how relevant the papers are nowadays).
The other approach that I think I suggested after doing my survey is to have a 'Shop for Value' campaign. Spell it out that nearly half the odds on pops lose (so if you bet on them all you WILL lose) so bet against them for great value![]()