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Ten benefits to newspaper webinar

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The power and value of using newspapers in your marketing mix

The power and value of using newspapers in your marketing mix

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  • Note to presenter: 20,000 messages per day as of August 16, 2009 Istock 3688476 and 11534101Nothing about the 1970’s in this article: “The market research firm Yankelovich estimates that the average American living in a city 30 years ago saw up to 2,000 ad messages a day. Today, estimates range from 5,000 to 20,000 ad impressions a day. To hone in on a more accurate number, one would have to determine what exactly constitutes an ad in today's ambiguous media environment. Print, radio, TV and online pop-up and banner ads are easy to tally. But what about Internet search results, recommendations on Amazon, subtle product placements in film, music and TV, and, of course, spam? “
  • Note to presenter: There are 23,329 licensed television stations in the United States.Source: FCC, Media Bureau, http://www.fcc.gov/mb/audio/tvq.htmlFrom 1997 to 2006 the number of magazine readers increased from 171.4 million to 184.1 million Source: 10-Year Magazine Readership Trend 1997-2006, Mediamark Research, Inc.In 1990 there were 10819 radio stations in the US. Today there are 14420.Source: FCC Radio Licenses, accessed August 23, 2010, www.fcc.govhttp://website101.com/define-ecommerce-web-terms-definitionsA January 2010 survey showed 206,741,990 sites active online from 0 in 1995, Source: Website 101, accessed August 23, 2010, Note to presenter: “Today” for magazines is as of April 2010, for web sites is as of February 2007, radio is as of December 2009, and TV it is September 2005.IT DOES NOT INCLUDE Internet RADIO STATIONS.
  • Century 21 went all digital in 2009, with this change saw little to no ROI, ultimately deciding to “go back into the consumer space with all media”-Beverly Thorne, CMO, Century 21
  • Kevin, add numbers to this… ie: #1: A Super Bowl sized audience ,,,, lets make sure that we have the accurate number of points… whether is 7 or 8 or 9
  • Halo Effect Example while presenting: Apple?
  • Super Bowl Sized Audience – From this data and as we said before… you can reach a super bowl sized audience every who is actively searching for ads.
  • Note to MSS: Please provide the figures you want here. Scott Miraldi- dimensionalize bullet point three, remove percentages and look at another number (total dollars etc.)
  • Note to MSS: Please provide the figures you want here. Scott Miraldi- dimensionalize bullet point three, remove percentages and look at another number (total dollars etc.)
  • Note to MSS: We looked into this and found some stories, but we didn’t find anything that was easily recognizable or had a big wow without a lot of explanation that would drag this down. We think the better way to go would be to put one of your own success stories about this in here. DK ; terrific panel. Dk – see if can find specific companiesAre there a couple of example companies that we can refer to and drop into the script?
  • MSS says they will consider what logos to use and do themselves.-> CW Suggestion: Please add Fifth Third Bank or TIAA-CREF (as banking/finance is a growth category for MSS and both are among our larger accounts at MSS); on this list, I would replace CIT with Fifth Third Bank (or TIAA-CREF). Bill Aiello- The Borders Books logo should be replaced – it’s been quite awhile since they have been relevant or ran through us. Windstream is a great example of our ability to execute preprints (along with ROP) in C and D markets. The strength of MSS data allows this client to buy newspapers above and beyond local dailies Randy – we need to make a bunch of changes to this logo page so we’ll do it on our end.

Ten benefits to newspaper webinar Ten benefits to newspaper webinar Presentation Transcript

  • The power and value of usingnewspaper in your marketing mix
  • Areas covered• Our economy: who is shopping and who is not• The continuing challenge to reach your ideal buyers and avoid audience fragmentation• Common challenges and myths about the print market• Assessing the audience strength that lies within the print market• 10 Reasons why some of the biggest companies in America are spending MORE on print – not less• Strategies for you to consider in your marketing mix• Conclusion Q & A 2
  • Who is shopping? • Our economic recovery has largely left out the have-nots • Households that earn less than $50,000 have been extremely downbeat • Affluent households have been an important element in getting the economy back on its feet • Just 18% of households earn more than $100,000 a year, but account for one-third of all household spendingSource: June, 2011: USA Today, Recovery helps affluent families while cash-strapped suffer 3http://www.usatoday.com/money/economy/2011-06-26-consumer-confidence_n.htm View slide
  • It’s more important now than ever before that YOU REACH your highly desired consumers..But, there are challenges with that 4 View slide
  • The commercial noise today is almost deafening • In the 1970s, consumers were exposed to about 500 ads per day • Today, the average consumer receives up to 30,000 commercial messages each day • And since consumers have a lot more media options, your audience is much harder to reach • This is called fragmentation, and it’s affecting every business in the worldSource: QRS: “Don’t Interrupt Your Consumer; Engage Them.” 2011. http://www.qsrmagazine.com/outside-insights/don-t-interrupt-your-consumer-engage-themThe Washington Post, "Skip Past the Ads, But Youre Still Being Sold." 2009; http://www.washingtonpost.com/wp-dyn/content/article/2009/08/14/AR2009081401629.html 5
  • The number of media vehicles has increased dramatically Consumer magazines are up 52% since 1998 The number of web sites has skyrocketed by 6,381% since 1997 75% more AM/FM radio stations exist than in 1990 New online radio stations go live every minute There are 300% more television stations than in 1999Source: Arbitron Infin http://www.fcc.gov/mb/audio/totals/bt050930.html; The Influentials ; Keller & Berry; /sizeofweb.html;http://www.boutell.com/newfaq/misc; http://news.bbc.co.uk/2/hi/science/nature/1738496.stm; Source: American Society ofMagazine Editors. “Number of Magazine Titles: A Magazine for Everyone” (database accessed 5/24/2010)http://www.magazine.org/ASME/EDITORIAL_TRENDS/1093.aspx, ite Dial 2010: Digital Platforms and the Future of Radio,http://www.edisonresearch.com/infinite_dial_presentation_2010_revb.pdf 6
  • Common Myths about Print Advertising Myth: Reality: 1) Of the roughly 1,400 1) Newspapers are American dailies, 12 have dying gone out of business in the past three years. That’s well under 1% 2) Nobody reads 2) 71% of adults, or 165.6 million people, read a anymore newspaper in print or online in the past week 3) Everyone is going 3) Businesses who have taken the plunge into digital digital only, have not seen the desired results.Source: Scarborough Research: USA+, Release 2, 210, 12 months; Newspaper Myths,http://www.iowanewspaperconnection.com/newspaper-myths/; Advertising Age, March 28, 2011:http://adage.com/article/news/century-21-back-big-tv-buys-2012-super-bowl-spot/149615/ 7
  • Top 10 Benefits of UsingPrint Advertising 8
  • #1: Super Bowl Sized Audience • The 2011 Super Bowl had a record setting 111 million viewer audience • On average, 152 million adults read newspapers weekly • 105 million adults read the newspaper on Sunday • Reality? You can reach a Super Bowl sized audience, every Sunday!Source: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=144456&nid=123511, ScarboroughResearch: USA+, Release 2, 210, 12 months 9
  • #2: Core Audience Strength Middle/high income coverage remains STRONG: • 71.7% of individuals with a household income of $100- $250K read the newspaper this past week • 52.6% read the Sunday newspaper • 68.3% of individuals with a household income of $50- $99K read the newspaper this past week • 47.9% read the newspaper SundaySource: Scarborough Research: USA+, Release 2, 210, 12 months 10
  • #3: Trusted Source for News/Information • Newspapers and newspaper websites rank #1 as a trusted, credible source for local news and information • In a December 2010 study by Selzer & Co., newspapers scored higher than all other media with: – Connecting people to the community – Connecting people to businesses – Knowing what stories are most relevant to the people in their community – Providing the most complete news source for their communitySource: Newspapers still most trusted 04/2011; http://www.tnp.sg/content/newspapers-still-most-trusted.Newspaper Websites Reach Record Audiences 02/2011; http://townnewz.com/blog/newspaper-websites-reach-record-audiences/14; Newspaper Myths: http://www.iowanewspaperconnection.com/newspaper-myths/ 11
  • #4: Proven Web Synergy/Halo Effect 7-in-10 (73%) newspaper readers visited a website, used online search, or made an online purchase following up on advertising they saw in the newspaperSource: How America Shops & Spends 2011 Prepared by Frank N. Magid Associates and NAA 12
  • #5: Weekly Reader Involvement 65.1% of all adults read a printed newspaper within the past seven days 25% of adults visited a newspaper website within the past seven daysSource: How America Shops & Spends 2011 Prepared by Frank N. Magid Associates and NAA 13
  • #6: Stickiness/Time Spent with Medium • Time spent reading Sunday print paper: – Over 60 minutes: 45% – 30 to 60 minutes: 32% • Time spent reading daily print paper: – Over 30 minutes: 45% – 16 to 30 minutes: 34%Source: Newspaper Association of America, http://www.naa.org/docs/Research/newspaper-reader-engagement-06.pdf 14
  • #7: Readers Read Ads • 84% of adult newspaper readers within the past month look for both print ads (ROP) and preprints • 63% of these readers look at ads while paging through the paper • 21% of these readers planning to shop actively search ads within the newspaperSource: How America Shops & Spends 2011 Prepared by Frank N. Magid Associates and NAA 15
  • #8: Readers Take Action • 8-in-10 (79%) adults respond to newspaper advertising and have taken some type of action as a result of seeing printed ads • 48% made a purchase as a direct result of newspaper advertisingSource: How America Shops & Spends 2011 Prepared by Frank N. Magid Associates and NAA 16
  • #9: Proven Link to Retail • Newspapers continue to 40% lead as the destination for 35% checking ads on items to 30% buy 25% • 35% of adults actively 20% choose to read the 15% 10% newspaper and purposefully 5% check for advertisements 0% and promotional messages • 28% choose the Internet • 9% choose televisionSource: How America Shops & Spends 2011 Prepared by Frank N. Magid Associates and NAA 17
  • #10: New Customer Acquisition • Recent studies prove ROP ads/coupons are effective in generating trials, getting people to trade up/switch brands • 69% of adults use coupons and newspapers are their preferred coupon source • $75,000 - $99,999 income group leads all others in coupon usageSource: Coupon Impact on Shopping Behavior Study Conducted by M/A/R/C Research, 12/2010; How America Shops & 18Spends 2011 Prepared by Frank N. Magid Associates and NAA
  • The smartest and most powerfulcompanies are still usingNewspaper to acquire Affluentattention…
  • American Express Success Study• Newspaper programs used in past for AMEX proved ineffective at producing desired results and they needed a change – They called Mediaspace• We implemented a new approach using newspapers and delivered more highly visible, guaranteed ad placements – where their clients were reading• We also saved them $300,000/drop• A year later, they raised their newspaper spend by 1,000%; within 18 months, over 1,500% - and are now well into an 8 figure spend• Clearly, this change in strategy is working 20
  • Jessica Birk says it best…“As the leader in accountable mediasolutions, ID Media looks forpartners like Mediaspace Solutionsthat can save our clients likeAmerican Express over 85% off ontheir media while finding ways toprovide added value, exceptionalpositioning, and improved ROI”Jessica BirkSenior Vice President of ID Media 21
  • U.S. Census Success Study• This critically important newspaper plan in 2010 required both deep analysis and deep discounts to achieve their required results• They needed to reach everybody – in large and small markets, with a tight budget• Plan recommendations involved both large and small market newspapers, often with comprehensive ZIP analysis• Newspapers contributed to their overall success – 72% response vs. 64% in previous campaign• Newspapers proved to STILL be their key vehicle for success! 22
  • Takeda Success Study• Takeda’s largest competitor was about to receive an FDA warning announcement which was sure to make big news• Actos wanted its brand’s safety message in key markets ASAP as consumers read headlines/looked to switch Rx• Within 48 hours of getting go- ahead, a 150+ newspaper plan was fully executed with low CPMs/100% FDA compliance 23
  • Summary of Findings:• Today, its harder than ever to reach your ideal buyer• The best companies are laser targeting their audience, using proven vehicles like newspapers to get their attention• If you are targeting the affluent and semi affluent audience, print gives you the best of all worlds• Newspapers/Magazines give you specific core audience attention from your target audience• Print is clearly providing a “Halo” effect with your digital efforts• Print is STILL one of the most proven vehicles for direct response/branding campaigns 24
  • Who is Mediaspace?• Mediaspace Solutions is a privately-held company headquartered in Norwalk, CT• We also have offices located nationwide in Atlanta, Chicago, Los Angeles, Minneapolis, New York and New England• With expert service and custom-built technology systems, we help national and regional advertisers maximize their print and interactive advertising budgets• We have an experienced and sophisticated management team focused on serving you and negotiating the best possible rates and placements 25
  • We help companies keep their eye on the ball • 75% of companies who outsource important functions to other companies “significantly outperform their peers on three key business metrics:” – Reduced operational expenses – Increased profits – MANY fewer headaches and frustrations • No one knows your business better than you. But by focusing on your core strengths and your customers, you have time and resources to stay on top of your customers’ needsSource: Business impact of outsourcing—a fact-based analysis, IBM Global Services, 2006 [ABA2 100] 26
  • Why wouldn’t you rely on experts?• A good advertising solutions partner already knows the ropes, the organizations and the personalities• Is it really worth the training time, personnel and resources to do all this yourself? 27
  • Let our Total Solutions Team work for your success• When clients work with us they are assigned an entire Total Solutions Team – Account development – Ad operations – Finance• You will receive regular and clear reports on your advertising activity• You can call anyone on your team directly for any answers you need• We provide customized solutions for YOUR business 28
  • Just a few of our other clients
  • Best PricingBest Placement Best Targets Best ServiceGUARANTEED!