The Value of Newspaper Media
It Begins With You <ul><li>What are your challenges? </li></ul><ul><li>What are your opportunities? </li></ul><ul><li>How ...
Today’s Challenges: A Perfect Storm Channel proliferation Importance of word-of-mouth Audience fragmentation Intense accou...
Today’s Challenges:  Channel Proliferation <ul><li>From 3 TV networks to 100+ channels </li></ul><ul><li>From 18,000 to 45...
Today’s Challenges:  An Opt-Out World <ul><li>Channel surfing </li></ul><ul><li>Commercial-free programming  (i.e., HBO, P...
“ I need engagement!  I need ROI!  I need Impact!  I have no budget!”
Charting a New Course <ul><li>Engage consumers when and where they are actively seeking advertising </li></ul><ul><li>Leve...
The Value of Newspaper Media:  Opt-In Advertising <ul><li>Where the advertising is  a destination, not a distraction. </li...
Don’t Just Take Our Word For It <ul><li>MORI How America Shops & Spends 2005 Power User 2004 </li></ul><ul><li>Yankelovich...
<ul><li>Ads are an integral and desired part of the content  of newspaper media </li></ul>
 
 
 
 
 
 
 
“ 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 Consumers When and Where They Want  “ Newspapers have broadened their reach  by growing their audience’s news con...
<ul><li>In March 2006, newspaper website visits reached an all time high of 57 million users. </li></ul><ul><li>33% increa...
 
Profile of an  Online Newspaper User <ul><ul><li>91 percent recently shopped online </li></ul></ul><ul><ul><li>89 percent ...
Percent* Increase in 25-34 Demographic Newspaper Web Sites  Extend Reach of Key Demographics The Desert Morning News ( Sal...
Charting a New Course <ul><li>Engage consumers when and where they are actively seeking advertising </li></ul><ul><li>Leve...
 
 
Advocates In Action <ul><li>Talk to family/ friends about items in the paper* 60%  </li></ul><ul><li>Show circulars/flyers...
“ How do I become an influential?”
Charting a New Course <ul><li>Engage consumers when and where they are actively seeking advertising </li></ul><ul><li>Leve...
 
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 possibl...
Readers + Users The Printed Newspaper All Adults, Past 7 Days Readers 75% “ Users”   8% Total 83% <ul><li>Not included: </...
Cases In Point <ul><li>Newspaper Advertising improves awareness of fast food product launch 28% vs. TV alone. </li></ul><u...
Specialty Store ROP Test <ul><li>8, 1/2 page color ads over 6 weeks (Jul/Aug/Sept ‘05). </li></ul><ul><li>22% more new cus...
Charting a New Course <ul><li>Engage consumers when and where they are actively seeking advertising </li></ul><ul><li>Leve...
The Value of Newspaper Media:  Opt-In Advertising <ul><li>Where the advertising is  a destination, not a distraction. </li...
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Newspaper Value Proposition

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Newspaper Value Proposition

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Newspaper Value Proposition

  1. 1. The Value of Newspaper Media
  2. 2. It Begins With You <ul><li>What are your challenges? </li></ul><ul><li>What are your opportunities? </li></ul><ul><li>How can we help? </li></ul>
  3. 3. Today’s Challenges: A Perfect Storm Channel proliferation Importance of word-of-mouth Audience fragmentation Intense accountability Ad avoidance Blinding clutter
  4. 4. Today’s Challenges: Channel Proliferation <ul><li>From 3 TV networks to 100+ channels </li></ul><ul><li>From 18,000 to 45,000 magazine titles </li></ul><ul><li>From 18 to 40+ local radio stations </li></ul><ul><li>From 0 to 20+ million internet sites </li></ul>
  5. 5. Today’s Challenges: An Opt-Out World <ul><li>Channel surfing </li></ul><ul><li>Commercial-free programming (i.e., HBO, PBS) </li></ul><ul><li>DVRs </li></ul><ul><li>Video-on-demand </li></ul><ul><li>Satellite radio </li></ul><ul><li>National “Do Not Call” list </li></ul><ul><li>Web-firewalls and blockers </li></ul>
  6. 6. “ I need engagement! I need ROI! I need Impact! I have no budget!”
  7. 7. Charting a New Course <ul><li>Engage consumers when and where they are actively seeking advertising </li></ul><ul><li>Leverage the viral power of word-of-mouth </li></ul><ul><li>Influence people at the moment of decision </li></ul>
  8. 8. The Value of Newspaper Media: Opt-In Advertising <ul><li>Where the advertising is a destination, not a distraction. </li></ul>
  9. 9. Don’t Just Take Our Word For It <ul><li>MORI How America Shops & Spends 2005 Power User 2004 </li></ul><ul><li>Yankelovich Research 2004 </li></ul><ul><li>MRI Spring 2005 </li></ul><ul><li>Scarborough Research Engagement Study 2006 </li></ul><ul><li>The Media Audit 2005 </li></ul><ul><li>Nielsen/NetRatings 2005 </li></ul><ul><li>Nielsen/NetRatings 2006 </li></ul>
  10. 10. <ul><li>Ads are an integral and desired part of the content of newspaper media </li></ul>
  11. 18. “ When I want a new car, I sit and wait for a car commercial on TV!”
  12. 20. Newspaper Media Is Accessible Where And When The Consumer Wants
  13. 22. Reaching Consumers When 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
  14. 23. <ul><li>In March 2006, newspaper website visits reached an all time high of 57 million users. </li></ul><ul><li>33% increase over the same time last year. </li></ul><ul><li>38% of all active internet users visited newspaper websites in March 2006. </li></ul>Newspaper Website Visitors Source: Nielsen//NetRatings, Q1 2006
  15. 25. Profile of an Online Newspaper User <ul><ul><li>91 percent recently shopped online </li></ul></ul><ul><ul><li>89 percent recently bought online </li></ul></ul><ul><ul><li>71 percent are online daily @ work </li></ul></ul><ul><ul><li>64 percent recently checked classifieds online </li></ul></ul><ul><ul><li>68 percent have home broadband </li></ul></ul><ul><ul><li>Mean Age: 39 52% College Educated </li></ul></ul><ul><ul><li>HH Income: $73,000 </li></ul></ul><ul><ul><li>Hours Online/Week: 19 </li></ul></ul>How America Shops & Spends, MORI Research 2005
  16. 26. Percent* Increase in 25-34 Demographic 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 % 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
  17. 27. Charting a New Course <ul><li>Engage consumers when and where they are actively seeking advertising </li></ul><ul><li>Leverage the viral power of word-of-mouth </li></ul><ul><li>Influence people at the moment of decision </li></ul>
  18. 30. Advocates In Action <ul><li>Talk to family/ friends about items in the paper* 60% </li></ul><ul><li>Show circulars/flyers to family/friends** 75% </li></ul><ul><li>Give circulars/flyers to family/friends** 68% </li></ul>Scarborough Research, Engagement Study 2006 *Respondents who read one or more newspapers in last 7 days) **Respondents familiar with ad circulars or flyers
  19. 31. “ How do I become an influential?”
  20. 32. Charting a New Course <ul><li>Engage consumers when and where they are actively seeking advertising </li></ul><ul><li>Leverage the viral power of word-of-mouth </li></ul><ul><li>Influence people at the moment of decision </li></ul>
  21. 34. MORI Research 2005 “How America Shops & Spends”
  22. 37. Finding: Almost one-third of “non-readers” actually used the newspaper in some way in the past 7 days !
  23. 38. 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?” Net = 32% Scarborough Research 2006 Engagement Study
  24. 39. Readers + Users The Printed Newspaper All Adults, Past 7 Days Readers 75% “ Users” 8% Total 83% <ul><li>Not included: </li></ul><ul><li>only using newspaper websites </li></ul><ul><li>only reading specialized publications </li></ul>Scarborough Research 2006 Engagement Study
  25. 40. Cases In Point <ul><li>Newspaper Advertising improves awareness of fast food product launch 28% vs. TV alone. </li></ul><ul><li>Store traffic increases for furniture retailer by 16% after newspaper campaign. Awareness increased to 54% vs. 39% for Direct mail. </li></ul><ul><li>CPG advertiser improves sales results after newspaper campaign by 15% </li></ul><ul><li>Shoe retailer sees 33% lift in shopping rate with newspaper program. </li></ul><ul><li>Telecom sees loyalty churn reduced by double digits after newspaper campaign. </li></ul>
  26. 41. Specialty Store ROP Test <ul><li>8, 1/2 page color ads over 6 weeks (Jul/Aug/Sept ‘05). </li></ul><ul><li>22% more new customers in the ad stores during the test than in control stores. </li></ul><ul><li>44% more units sold and 44% higher average $ sale in ad stores </li></ul><ul><ul><li>2.6 units per transaction for ad aware customers vs 1.8 for other customers. </li></ul></ul><ul><ul><li>$98.00 average sale for ad-aware customers vs $68.00 average sale for other customers. </li></ul></ul><ul><li>No drain in overall margin as a result of offers. </li></ul><ul><ul><li>$1.00 higher average retail price per unit for ad-aware customers. </li></ul></ul>
  27. 42. Charting a New Course <ul><li>Engage consumers when and where they are actively seeking advertising </li></ul><ul><li>Leverage the viral power of word-of-mouth </li></ul><ul><li>Influence people at the moment of decision </li></ul>
  28. 43. The Value of Newspaper Media: Opt-In Advertising <ul><li>Where the advertising is a destination, not a distraction. </li></ul>

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