Date post: | 01-Nov-2014 |
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The Value of Newspaper Media
It Begins With You
What are your challenges?
What are your opportunities?
How can we help?
Today’s Challenges: A Perfect Storm
Channel proliferation
Importance of word-of-mouth
Audience fragmentation Intense accountability
Ad avoidance Blinding clutter
Today’s Challenges: Channel Proliferation
From 3 TV networks to 100+ channels
From 18,000 to 45,000 magazine titles
From 18 to 40+ local radio stations
From 0 to 20+ million internet sites
From 3 TV networks to 100+ channels
From 18,000 to 45,000 magazine titles
From 18 to 40+ local radio stations
From 0 to 20+ million internet sites
Today’s Challenges: An Opt-Out World
Channel surfingCommercial-free programming
(i.e., HBO, PBS)
DVRsVideo-on-demand
Satellite radioNational “Do Not Call” listWeb-firewalls and blockers
“I need engagement! I need ROI! I need Impact! I have no budget!”
Charting a New Course
• Engage consumers when and where they are actively seeking advertising
• Leverage the viral power of word-of-mouth
• Influence people at the moment of decision
The Value of Newspaper Media:
Opt-In Advertising
Where the advertising is a destination, not a distraction.
Don’t Just Take Our Word For It
MORIHow America Shops & Spends 2005
Power User 2004
Yankelovich Research 2004
MRI Spring 2005
Scarborough ResearchEngagement Study 2006
The Media Audit 2005
Nielsen/NetRatings 2005
Nielsen/NetRatings 2006
Ads are an integral and desired part of the content
of newspaper media
“When I want a new car, I sit and wait for a car commercial on TV!”
Newspaper Media Is Accessible Where And When The Consumer
Wants
Reaching ConsumersWhen and Where They Want
“Newspapers have broadened their reach by growing their audience’s news consumption
from a print-only readership to an online edition, knowing that internet savvy users are sometimes
only consuming news online.”
Charles Buchwalter, VP Client Analytics, Nielsen/NetRatings
Newspaper Website Visitors
• In March 2006, newspaper website visits reached an all time high of 57 million users.
• 33% increase over the same time last year.
• 38% of all active internet users visited newspaper websites in March 2006.
Source: Nielsen//NetRatings, Q1 2006
Profile of an Online Newspaper User
– 91 percent recently shopped
online
– 89 percent recently bought
online
– 71 percent are online daily
@ work
– 64 percent recently checked
classifieds online
– 68 percent have home
broadband
Mean Age: 3952% College Educated
HH Income: $73,000
Hours Online/Week: 19
How America Shops & Spends, MORI Research 2005
Newspaper Web Sites Extend Reach of Key Demographics
The Desert Morning News ( Salt Lake City) 48.9 %
Daily Herald ( Arlington Heights, Ill.) 46.3 %
Tribune-Review ( Pittsburgh) 42.8 %
The Tampa Tribune 36.7 %
The Boston Globe 30.8 %
The Hartford ( Conn.) Courant 29.7 %
The Star-Ledger ( Newark) 26.8 %
The San Diego Union-Tribune 26.0 %
The Salt Lake Tribune 25.6 %
The Seattle Times 25.1 %
Percent* Increase in 25-34 Demographic
Newspaper
Source: Newspaper Audience Database/Scarborough Research
Based on net reach of 5 weekday/1 Sunday print readership vs. 5 weekday/1 Sunday print and 30-day Web usage
Charting a New Course
Engage consumers when and where they are actively seeking advertising
• Leverage the viral power of word-of-mouth
• Influence people at the moment of decision
Advocates In Action
Talk to family/ friends about items in the paper* 60%
Show circulars/flyers to family/friends** 75%
Give circulars/flyers to family/friends** 68%
Scarborough Research, Engagement Study 2006
*Respondents who read one or more newspapers in last 7 days)**Respondents familiar with ad circulars or flyers
“How do I become an influential?”
Charting a New Course
Engage consumers when and where they are actively seeking advertising
Leverage the viral power of word-of-mouth
• Influence people at the moment of decision
MORI Research 2005 “How America Shops & Spends”
Finding:
Almost one-third of “non-readers”
actually used the newspaper in
some way in the past 7 days!
Some “Non-readers” are “Users”
Q. “Even though you did not read a printed newspaper in the past 7 days, have you possibly used a printed newspaper in any of the following ways during the past week?”
"Non-Readers" Usage of Newspaper in past week (%)Checked sales in local stores 25Compare prices for an item 16Read a cartoon or comic strip 14Use a coupon 13Check weather forecast 12Used a classified ad 12Check sport scores 10Check horoscope 9Checked local TV listings 9Check movie listings 8Check local entertainment options such as concert/show 7Check stock prices 5Use a recipe 4
Net = 32%
Scarborough Research 2006 Engagement Study
Readers + Users
The Printed Newspaper
All Adults, Past 7 Days
Readers 75%
“Users” 8%
Total 83%
Not included:
only using newspaper websites
only reading specialized publications
Scarborough Research 2006 Engagement Study
Cases In Point• Newspaper Advertising improves awareness of fast
food product launch 28% vs. TV alone.• Store traffic increases for furniture retailer by 16%
after newspaper campaign. Awareness increased to 54% vs. 39% for Direct mail.
• CPG advertiser improves sales results after newspaper campaign by 15%
• Shoe retailer sees 33% lift in shopping rate with newspaper program.
• Telecom sees loyalty churn reduced by double digits after newspaper campaign.
Specialty Store ROP Test
• 8, 1/2 page color ads over 6 weeks (Jul/Aug/Sept ‘05).
• 22% more new customers in the ad stores during the test than in control stores.
• 44% more units sold and 44% higher average $ sale in ad stores
– 2.6 units per transaction for ad aware customers vs 1.8 for other customers.
– $98.00 average sale for ad-aware customers vs $68.00 average sale for other customers.
• No drain in overall margin as a result of offers.
– $1.00 higher average retail price per unit for ad-aware customers.
Charting a New Course
Engage consumers when and where they are actively seeking advertising
Leverage the viral power of word-of-mouth
Influence people at the moment of decision
The Value of Newspaper Media:
Opt-In Advertising
Where the advertising is a destination, not a distraction.