Class 6: Media Fragmentation More than a newspaper: Target audiences and niche products on varied platforms
New magazine launches SamirHuni’s Mr. Magazine.com 2/3/11
The number of new titles arriving at the nation’s newsstands in 2010 exceeded that of 2009 by more than 100 titles.
In 2010 more than 805 new titles appeared on the stands for the first time compared with 702 in 2009.
The old way Daily newspaper as a mass medium NEWS We decide it PRODUCTION CIRCULATION MASS We print it We deliver it AUDIENCE Whatever . . . Just make sure it’s on time and dry ADVERTISING We take it
For the first time ever, we have four generations in the workplace at the same time, and they all go about business differently:
Veterans – born 1900 – 1945
Boomer ages 44 to 60 – (80 million)
Generation X ages 29 to 43 (46 million)
Generation Y ages 28 and younger – otherwise known as millenials (76 million)
It’s about audience aggregation
Enquirer Media’s footprint
Daily newspaper, 27 weeklies, 200+ web sites social media projects and digital initiatives, including video:
Aggregated audience:Scarborough Market Study
We reach 86% of BABY BOOMERS (440K or 33% of adults) an average of 5.1 times per week.
We reach 83% of WOMEN 25-54 (362K or 28% of adults) an average of 4.3 times per week.
We reach 84% of YOUNG PROFESSIONALS (121K or 9% of adults) an average of 4.3 times per week.
We reach 88% of UPSCALE RESIDENTS (242K or 18% of adults) an average of 5.0 times per week.
Enquirer Media is more than a newspaper #1 The Washington Post #2 Milwaukee Journal Sentinel #3 Enquirer Media #4 The Kansas City Star #5 The Columbus Dispatch #6a San Diego Union-Tribune #6b St. Louis Post-Dispatch #6c Portland Oregonian #9 The Detroit News / Detroit Free Press #10 Denver Post/Rocky Mountain Press Ranked third in overall local market newspaper and Web site audience delivery among the nation’s 35 largest markets. Source: Scarborough Research, 2008 Newspaper Audience Ratings Report. Based on audience reach within the DMA (Designated Market Area). Website information based on Cincinnati.Com and Enquirer.com
What makes an audience?
Similar traits, characteristics, habits
Still big enough to target
Rule of thumb: at least 10% of adult population
Not too big
In some cases, sub-groups are needed
Overlap is OK
Not necessary to zone the entire market for geo-targets
Each zone should “hold together” as a definable, logical unit
Increase digital reach and frequency of women 25-44, as well, digital frequency.
Increase print reach and frequency of the Sunday newspaper with Women 35-49 and increase digital frequency.
Increase frequency of readership particularly through Sunday print product and online utility (alerts, blogs, social media).
Young professionals 25-39
Grow our digital reach and frequency.
Geo - the “Edge” and NKY
Increase reach and frequency in the “Edge” through digital.
Maintain audience in competitive NKY communities.
Traditional Newsroom Structure Editor Metro Editor Editors Business Reporters News assistants Reporters( News assistants Life/Arts Assistant Editors Reporters Sports News Managing Editor Photo and graphics Editors Reporters Copy desk chief Copy editors and designers Photographers Artists
New structure for news Collaborative, cross-departmental, media-neutral
Page views nearly double since June ‘09 (and has maintained this level). More than 38.4 million views through early December.
Moms: Went from zero to 2 million page views a month in first year
LOL: Non-mom girlfriend experience
Continuous updates, data page views are now half of traffic.
The Dallas Disaster was not necessary. Sounds as if the company needed to force the model on News?
Content builds readership. Readership builds revenue. Revenue provides resources. Resource provide content. … Repeat, Repeat … model always has been there.
Mutual respect, collaboration, communication protects editorial independence. If ad reps understand news, get the value of audience and independent content, that’s a good thing.
These days, walls and silos are destructive to our existence and ability to serve the public interest.
Just why are we doing this?
Does it serve, build audience?
Does it work for advertisers?
If not, just why are we doing this?
Online, thinking strategic value
In print, “undoing the damage” of content not of value to reading audience
Structure – meetings, paperwork, “playing newspaper” keeping us from thinking content, better ideas and better ways
Priorities and planned abandonment
It’s not about eyeballs for eyeballs’ sake, it’s about the strategic value of an audience.
What content sells ?
Advertising uses a cost-per-thousand impression (CPM) metric to price value
What will it cost to provide it?
What is the relative XPM of our work (expense per impression)?
CPM/XPM=Strategic Value (SV)
Strategic value: getting past page views
High value/low XPM
Social networking (Moms, etc.)
Focused calendar campaigns
Boomer coverage in core
Raw video, news video
Plug & play segments/remnant sales
High XPM/questionable value
Blogs – reporters spending too much time on them, blogs that lack interaction, focus
Saturation coverage of big sports events
“ Pro” standard editing of “Am” content
Quantity over quality calendar listings
Experienced staff on zoned pubs
Younger reader efforts in core
Strategic value v. expense & distraction
All that said…
Strategic alignment, business payback is important, but remember…
Public service and community conversation work may not show an immediate SV payback, but it’s a core First Amendment responsibility
Video has a high XPM, but it’s an investment in the future
“ I don’t have a problem with all this change. I just wish it would stop.”
It won’t. Change or die.
WORKSHEET What is : _________________________________________________________ Audience(s): (geographic, demographic, topic of interest):___________________________________ In 140 characters or less – describe the “job” this audience delivery vehicle does for its intended audience. _________________________________________________ _________________________________________________ _________________________________________________ _________________________________________________ _________________________________________________ _________________________________________________ _________________________________________________