newspapers powerfull beyond measure 6-2012

7/30/2019 Newspapers Powerfull Beyond Measure 6-2012

1/38


2/38

NEWSPAPERS

Reader Behavior

Readership /

Circulation

Political

Coupon Usage

The Localist

Marketing Ideas

Powerful Beyond

Measures


3/38

AMONG AFFLUENT AMERICANS

Throughout 2011, we have used our Mendelsohn Affluent Barometer totrack new traditional media use among American Affluents. Thismonthly survey consists of more than 1,000 online interviews withrespondents making at least $100,000 in annual household incomein other words, the 20% of Americans that account for about 60% ofU.S. income and approximately 70% of U.S. net worth. The survey was

conducted between March and May 2011.

Print Media is T

ops


4/38

Newspapers Show the GreatestAmount of Experimentation

88%

read magazines in print, followed by 35% who read them online.Newspapers show the greatest amount of experimentation 70% readnewspapers in print, followed relatively closely by 54% who read themonline. 24% view video content on TV, followed by 35% who do so oncomputers. 23% read websites on computers, followed by 38% who doso on smartphones.


5/38

80% OF NEWSPAPER READERS

are looking at the ads


6/38

NEWSPAPER ADSare Twice as Credible as Ads Placedon TV


7/38

TELLING THE WHOLE STORY

Analysis Supports Readership as KeyMetric for Planning and Buying

Newspaper Advertising.

An Analysis by Scarborough Research and Newspaper National Network LPApril 2010


8/38

DEMOGRAPHICS OF NEWSPAPER READERS

Newspapers continue to provide the affluent and educatedaudiences that many advertisers want to reach. For example,

in the top 25 DMAs:

The median householdincome for daily newspaperreaders is $72,300 which is12% higher than the overallmedian of $64,500

Daily newspaper readersare 16% more likely thanall adults to be collegegraduates

Daily newspaper readersare 11% more likely than alladults to be home owners.


9/38

DEMOGRAPHICS OF NEWSPAPER READERS

Financial services, travel and other industries seeking to

connect with an educated, upscale audience canleverage newspapers to do so.


10/38

THE RELATIONSHIP

Advertisers have long accepted audience information for buying electronic

media and magazines, but they have not fully embraced readership fornewspapers, said Gary Meo, senior vice president, print and digital media

services, Scarborough Research. This analysis shows that readership iskey for buying newspaper advertising, not only because it correlates

with circulation, but because readership provides the qualitative

dimension of the newspaper audience demographics, shopping and

purchasing behavior, and lifestyles that buyers need to make

informed decisions.

Newspaper publisher cuts in circulation have not led to commensuratedeclines in readership. said Jason E. Klein, President & CEO of Newspaper

National Network LP. The Scarborough Research/NNN analysis shows that,

in fact, newspaper circulation is operating more efficiently, with fewerprinted papers needed to reach a comparable number of readers. Inaddition, digital formats are enabling newspapers to reach a growing

audience.

Between Readership and Circulation


11/38

THE RELATIONSHIPBetween Readership and Circulation


12/38

The case for readership is further bolstered when Readers-Per-Copy trends

are considered. Among the daily printed newspapers included in this

analysis, Readers-Per-Copy, increased over the past 3 years by an average of7.5%. In 2007, an average of 3.07 adults read a copy of a printed newspaper,

versus 3.30 adults in 2009. Higher rates of pass-along readership indicate

that an average unit of newspaper circulation is generating more readers.

Readers-Per-Copy is especially important as newspapers compete for their share of a brands media

budget, particularly among national advertisers, said Mr. Meo. More people are reading each printed

copy, further enhancing the value of the newspaper as an advertising medium, and increasing exposurefor advertisers.

READERS-PER-COPY TRENDS


13/38

WHY NEWSPAPER ADVERTISING STILL MATTERS

Convinced that fewer and fewer voters are turning to newspapers?Think again.

For instance, take a look at the givens in this years political landscape. Young

voters are increasingly turning to the Internet for campaign news, right? Wrong.But at least Twitter and Facebook play big roles when it comes to gettingcampaign information, right? Wrong. And nobody but senior citizens gets theirnews from newspapers anymore, right?

WRONG.WRONG.WRONG.

FACTS FROM THE PEW


14/38

FACTS FROM THE PEW

RESEARCH CENTER FOR THE

PEOPLE & THE PRESS 18-29 years olds who get their campaign news online

declined from 42% in 2008 to just 29% today. Under 30s were only 18% of total voters in 2008 70% of Americans 65+ voted in the last major election. 60% of Americans 45-64 also voted in the last major

election.A whopping 80% of voters 35 and older are regular

readers of newspapers in print & online.Among young voters who use smartphones for

campaign news, 62% go to newspaper sources.

Released Februar 2012


15/38

To whom it may concern:

My name is Rick Ward and I am a newly electedLouisiana Senator for District 17. This letter is in regards tomy campaign for the state senate.

Political elections are an expensive undertaking. Beforemy campaign could generate the amount of money neededto hire an ad agency to help with ad design and placement, I

decided to shop around for prices to see what I could afford.What I found was an advertising manager who had not onlyaffordable rates but the experience and expertise needed toexecute a successful print advertising strategy.

LETTER OF APPRECIATION TO THE ZACHARY PLAINSMAN NEWS

I was more than pleased with the ad design layout Advertising Manager Wendy Patecarefully helped me create. In addition, she patiently assisted me with ad placement inseveral Louisiana State Newspapers. When my campaign did begin generating enough

money to hire an ad agency, I knew I needed to look no further than Wendys advertisingstaff at the Zachary Plainsman-News.

I feel as though the Zachary-Plainsman news fulfilled all of my advertising needs atprices even a political newcomer could afford. I contribute part of my success to theZachary Plainsman-News advertising staff.

Louisiana State SenatorRick Ward


16/38

2002 Elections - $35 Million in PoliticalAd Sales

2010 Elections - $300 Million in PoliticalAd Sales


17/38

COUPON TRENDSConsumers received $4.6 Billion

in coupon savings in 2011.$500 million more than in 2010.

This is a 12.2% increase in one year.

Source: Annual Topline U.S. Consumer Package Goods Coupon Facts Report for year-end 2011


18/38

JCPenny

http://today.msnbc.msn.com/id/26184891/vp/47887375 - 47887375
http://today.msnbc.msn.com/id/26184891/vp/47887375http://today.msnbc.msn.com/id/26184891/vp/47887375http://today.msnbc.msn.com/id/26184891/vp/47887375http://today.msnbc.msn.com/id/26184891/vp/47887375http://today.msnbc.msn.com/id/26184891/vp/47887375http://today.msnbc.msn.com/id/26184891/vp/47887375http://today.msnbc.msn.com/id/26184891/vp/47887375


19/38

80.6% Used Coupons Regularly (up 17% frompre-recession levels)

91% plan a shopping list with coupons beforegoing to the store

64% regularly search the internet for coupons Total quantity of digital coupons does not yet

exceed 1% of all coupons distributed in the U.S.

Source: Annual Topline U.S. Consumer Package Goods Coupon Facts Report for year-end 2011

COUPON TRENDS


20/38

WHO IS THE LOCALIST

Avid Consumers of Local News and Information:

Male/Female 48/52

Median Age 44

71% College Educated

Source: 2010 The Localist Study, conducted by The Nielson Company for NNN


21/38

WHY LOCALISTS?

There are growing movements to think global, act local, buy localand to connect with the people and places we physically interact with.

Despite being in the full throws of the information age, the truly localprovides a profound connection to consumers.

Home is where the heart, and the wallet is

Advertising in local media especially in print news isconsidered highly credible and sought after

Source: 2010 The Localist Study, conducted by The Nielson Company for NNN


22/38


23/38


24/38


25/38

MARKETING IDEASFOR NEWSPAPERS Real Readers

Contests and Freebies

Go Outside

One-to-One Advertising

Use Those Coupons

School Involvement

University Subscriptions

More, More, More


26/38

RURAL READERSWays to Market Your Newspaper recommends using

real readers for in-house newspaper ads marketing theways local residents use their trusted newspaper. Forexample, a real estate agent could be featured

alongside a description of how her recent newspaper adhelped her close additional sales last month. Or a fathercould be featured with his children alongside adescription of how the newspapers event calendar

helps him locate fun activities to enjoy with his family.This marketing strategy has the appeal of being real andreaders may even develop the habit of examining newads to identify familiar faces.


27/38

CONTESTS AND FREEBIES

Pairing contests with free copies of the newspaper isanother useful marketing idea. Solicit current advisers

to sponsor contests for readers, providing amplerecognition of their efforts in materials related to the

content, including contest guidelines printed in thenewspaper and their logos featured on the contestwebpage of your company site. Boost readership bysoliciting essay submissions. For example, truecourtship stories near Valentines Day or scary stories

submitted near Halloween. By publishing the stories

on random days before the holiday people will beencouraged to buy newspapers. Winners can receivefree subscriptions for a certain period of time.


28/38

GO OUTSIDENewspapers can market themselves by steppingoutside the business world and extending a goodwillgesture to the community with effects that resonateback to the office. For example, Kim Gordon, writing for

Entrepreneur.com in an article entitled, Fresh Ideas forInnovative Marketing, recommends purchasing the

naming rights of a community hiking trail. Other ideasmight include sponsoring a park bench, local beach or

scenic viewpoint. Periodically, publish a newspaperstory about your adopted location, such as its historyor ecological challenges.


29/38

ONE-TO-ONE ADVERTISING

Fine notes that newspaper ad revenues droppeddrastically in 2008 and 2009 with classified advertisingtaking an especially hard hit 30 percent in 2008because of the emergence of online classified

advertising. One advertising idea for newspaperpublishers is to make advertising more of a personalexperience for existing and potential clients. Door-to-door campaigns and sit-down meetings with businesses

to talk about the importance of investigative journalismand a newspapers broad advertising platform is anexample of one-to-one advertising. While this might betime-intensive, it might help forge lasting relationshipswith clients.


30/38

USE THOSE COUPONS!

They are being used for everything from A to Z, why notfor your newspaper? Have a coupon printed in yournewspaper with .25 cents off your daily newspaper and

.50 cents off your Sunday newspaper. List thebusinesses where the coupons can be redeemed. Notonly will you sell more papers but your business ownerswill appreciate the free advertisement.


31/38

PAINT RACKS SCHOOL

COLORS OR USE VINYLS

Locate the rack near the Main Office in

each school. The driver places thepage with the schools news/sports in

the front window of the rack. What a

great extension to your NIE program.


32/38

UNIVERSITY SUBSCRIPTIONS

If you have a university or college in yourcity send out a mailer to all the alumni fora special subscription. By subscribing for

the football/basketball season they will beassured of having all the news about theirteams.


33/38

PETS, PETS & PETS

HOT-HOT-HOT

Look alike Contest reader involvement

Cutest Pet Contest

Weekly Pet Sightings Sponsored

Weekly Tips


34/38

PARTNER WITH SCHOOLS

If you partner with your local schoolnewspaper you have a great opportunity.Print & Insert the schools paper in your

product. Zone the school publicationaround the schools.

Parents & relatives make a greataudience.

Sponsors

Get the kids involved


35/38

IDEAS FROM THE NEWSROOM

Newsrooms need to take their new ideas

to their Ad Departments All they need to do is ask them Can You

Sell This?


36/38

PROMOTE YOURSELF

House ads those creative shape ads weall want to sell

Promote your Clients

Promote your successes

Place your house ads in spots you want tosellexample: watermarks

Dont forget your Special Sections


37/38

PACKAGE PRICING

Not just selling bundles

How much a month?

Lagniappe


38/38

Jessicas Daily Affirmation
http://www.youtube.com/watch?v=qR3rK0kZFkghttp://www.youtube.com/watch?v=qR3rK0kZFkg

newspapers powerfull beyond measure 6-2012

Documents