SlideShare a Scribd company logo
1 of 43
Download to read offline
The Value of Newspaper Media
It Begins With You ,[object Object],[object Object],[object Object]
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 ,[object Object],[object Object],[object Object],[object Object]
Today’s Challenges:  An Opt-Out World ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
“ I need engagement!  I need ROI!  I need Impact!  I have no budget!”
Charting a New Course ,[object Object],[object Object],[object Object]
The Value of Newspaper Media:  Opt-In Advertising ,[object Object]
Don’t Just Take Our Word For It ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object]
 
 
 
 
 
 
 
“ 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 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
[object Object],[object Object],[object Object],Newspaper Website Visitors Source:  Nielsen//NetRatings, Q1 2006
 
Profile of an  Online Newspaper User ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],How America Shops & Spends, MORI Research  2005
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
Charting a New Course ,[object Object],[object Object],[object Object]
 
 
Advocates In Action ,[object Object],[object Object],[object Object],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 ,[object Object],[object Object],[object Object]
 
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?” Net = 32% Scarborough Research 2006 Engagement Study
Readers + Users The Printed Newspaper All Adults, Past 7 Days Readers 75% “ Users”   8% Total 83% ,[object Object],[object Object],[object Object],Scarborough Research 2006 Engagement Study
Cases In Point ,[object Object],[object Object],[object Object],[object Object],[object Object]
Specialty Store ROP Test ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Charting a New Course ,[object Object],[object Object],[object Object]
The Value of Newspaper Media:  Opt-In Advertising ,[object Object]

More Related Content

What's hot

Types of advertisement
Types of advertisementTypes of advertisement
Types of advertisementNijaz N
 
Indian media industry
Indian media industryIndian media industry
Indian media industryRbk Asr
 
Writing for social media
Writing for social mediaWriting for social media
Writing for social mediaSteve Buttry
 
Chap19 Measuring The Effectiveness Of The Promotional Program
Chap19 Measuring The Effectiveness Of The Promotional ProgramChap19 Measuring The Effectiveness Of The Promotional Program
Chap19 Measuring The Effectiveness Of The Promotional ProgramPhoenix media & event
 
Barack Obama's Digital Media Campaign for 2012 Elections
Barack Obama's Digital Media Campaign for 2012 ElectionsBarack Obama's Digital Media Campaign for 2012 Elections
Barack Obama's Digital Media Campaign for 2012 ElectionsRohan Bharaj
 
Advertising effectiveness
Advertising effectivenessAdvertising effectiveness
Advertising effectivenessAshu Chopra
 
Types of media
Types of mediaTypes of media
Types of mediasevianj
 
Writing for Public Relations
Writing for Public RelationsWriting for Public Relations
Writing for Public RelationsProfessor Bauer
 
Advertisement media plan
Advertisement  media planAdvertisement  media plan
Advertisement media planDr.Aravind TS
 
Taking the path of excellence in media planning
Taking the path of excellence in media planningTaking the path of excellence in media planning
Taking the path of excellence in media planningRobert Stupak
 
Media hegemony power point
Media hegemony power pointMedia hegemony power point
Media hegemony power pointSohailahmad222
 
Why Your Business needs Social Media?
Why Your Business needs Social Media?Why Your Business needs Social Media?
Why Your Business needs Social Media?Social Media Ukraine
 
Overview of Public Relations Agency
Overview of Public Relations AgencyOverview of Public Relations Agency
Overview of Public Relations AgencyMoses Gomes
 
New Media (New media
New Media (New mediaNew Media (New media
New Media (New mediauni of Gujrat
 
Different Types of Media
Different Types of MediaDifferent Types of Media
Different Types of MediaPamela Curry
 

What's hot (20)

Types of advertisement
Types of advertisementTypes of advertisement
Types of advertisement
 
Indian media industry
Indian media industryIndian media industry
Indian media industry
 
Writing for social media
Writing for social mediaWriting for social media
Writing for social media
 
Chap19 Measuring The Effectiveness Of The Promotional Program
Chap19 Measuring The Effectiveness Of The Promotional ProgramChap19 Measuring The Effectiveness Of The Promotional Program
Chap19 Measuring The Effectiveness Of The Promotional Program
 
Barack Obama's Digital Media Campaign for 2012 Elections
Barack Obama's Digital Media Campaign for 2012 ElectionsBarack Obama's Digital Media Campaign for 2012 Elections
Barack Obama's Digital Media Campaign for 2012 Elections
 
Advertising effectiveness
Advertising effectivenessAdvertising effectiveness
Advertising effectiveness
 
How To Make Money On YouTube
How To Make Money On YouTubeHow To Make Money On YouTube
How To Make Money On YouTube
 
Types of media
Types of mediaTypes of media
Types of media
 
Writing for Public Relations
Writing for Public RelationsWriting for Public Relations
Writing for Public Relations
 
Advertisement media plan
Advertisement  media planAdvertisement  media plan
Advertisement media plan
 
Taking the path of excellence in media planning
Taking the path of excellence in media planningTaking the path of excellence in media planning
Taking the path of excellence in media planning
 
Media hegemony power point
Media hegemony power pointMedia hegemony power point
Media hegemony power point
 
Chap13 Support Media
Chap13 Support MediaChap13 Support Media
Chap13 Support Media
 
Why Your Business needs Social Media?
Why Your Business needs Social Media?Why Your Business needs Social Media?
Why Your Business needs Social Media?
 
Overview of Public Relations Agency
Overview of Public Relations AgencyOverview of Public Relations Agency
Overview of Public Relations Agency
 
A Propaganda Model
A Propaganda ModelA Propaganda Model
A Propaganda Model
 
New Media (New media
New Media (New mediaNew Media (New media
New Media (New media
 
Different Types of Media
Different Types of MediaDifferent Types of Media
Different Types of Media
 
Advertising print media
Advertising print mediaAdvertising print media
Advertising print media
 
Media Planning
Media PlanningMedia Planning
Media Planning
 

Similar to Newspaper Value Proposition

Media consumption survey
Media consumption survey Media consumption survey
Media consumption survey PlatoonDaddy
 
CUSTO FINAL
CUSTO FINALCUSTO FINAL
CUSTO FINALbpost
 
Hyper Local Online Advertising
Hyper Local Online AdvertisingHyper Local Online Advertising
Hyper Local Online AdvertisingCharlie Ray
 
Por qué anunciarse en revistas (MPA Handbook 2010)
Por qué anunciarse en revistas (MPA Handbook 2010)Por qué anunciarse en revistas (MPA Handbook 2010)
Por qué anunciarse en revistas (MPA Handbook 2010)Carlos Perez
 
Media Trends in America. Past, Present and Future--Duane "DJ" Sprague
Media Trends in America. Past, Present and Future--Duane "DJ" SpragueMedia Trends in America. Past, Present and Future--Duane "DJ" Sprague
Media Trends in America. Past, Present and Future--Duane "DJ" SpragueDuane "DJ" Sprague
 
Global Trust in Advertising Report by Nielsen
Global Trust in Advertising Report by NielsenGlobal Trust in Advertising Report by Nielsen
Global Trust in Advertising Report by NielsenVictor Kong
 
Q factor (Conde Nast Spain and the Cokctail Analysis Spain)
Q  factor (Conde Nast Spain and the Cokctail Analysis Spain)Q  factor (Conde Nast Spain and the Cokctail Analysis Spain)
Q factor (Conde Nast Spain and the Cokctail Analysis Spain)The Cocktail Analysis
 
Traditional Media vs Digital Media
Traditional Media vs Digital Media Traditional Media vs Digital Media
Traditional Media vs Digital Media BSP Media Group
 
Integrating Traditional and Digital Media in a Digital World with Ron Hill of...
Integrating Traditional and Digital Media in a Digital World with Ron Hill of...Integrating Traditional and Digital Media in a Digital World with Ron Hill of...
Integrating Traditional and Digital Media in a Digital World with Ron Hill of...amacolumbia
 
Balancing Act: How to Get the Most from your Advertising and Media Budget
Balancing Act: How to Get the Most from your Advertising and Media BudgetBalancing Act: How to Get the Most from your Advertising and Media Budget
Balancing Act: How to Get the Most from your Advertising and Media BudgetPaskill Stapleton & Lord
 
Wisconsin State Journal Brand Expand 2014 Presentation
Wisconsin State Journal Brand Expand 2014 PresentationWisconsin State Journal Brand Expand 2014 Presentation
Wisconsin State Journal Brand Expand 2014 Presentationwismarkm
 
Why Magazines Are Different?
Why Magazines Are Different?Why Magazines Are Different?
Why Magazines Are Different?Belinda Raji
 
Will advertisers continue to support consumer magazines online?
Will advertisers continue to support consumer magazines online?Will advertisers continue to support consumer magazines online?
Will advertisers continue to support consumer magazines online?Rachel Zhong
 
3 most dangerous trends facing businesses and what one can do about them.
3 most dangerous trends facing businesses and what one can do about them.3 most dangerous trends facing businesses and what one can do about them.
3 most dangerous trends facing businesses and what one can do about them.The Hockey Source
 
Influencer Marketing, A Journey To A New World
Influencer Marketing, A Journey To A New WorldInfluencer Marketing, A Journey To A New World
Influencer Marketing, A Journey To A New WorldEdward Kitchingman
 

Similar to Newspaper Value Proposition (20)

Media consumption survey
Media consumption survey Media consumption survey
Media consumption survey
 
CUSTO FINAL
CUSTO FINALCUSTO FINAL
CUSTO FINAL
 
Hyper Local Online Advertising
Hyper Local Online AdvertisingHyper Local Online Advertising
Hyper Local Online Advertising
 
Por qué anunciarse en revistas (MPA Handbook 2010)
Por qué anunciarse en revistas (MPA Handbook 2010)Por qué anunciarse en revistas (MPA Handbook 2010)
Por qué anunciarse en revistas (MPA Handbook 2010)
 
5 Quick Ways to Respond to Current Facebook & Instagram Trends
5 Quick Ways to Respond to Current Facebook & Instagram Trends5 Quick Ways to Respond to Current Facebook & Instagram Trends
5 Quick Ways to Respond to Current Facebook & Instagram Trends
 
Media Trends in America. Past, Present and Future--Duane "DJ" Sprague
Media Trends in America. Past, Present and Future--Duane "DJ" SpragueMedia Trends in America. Past, Present and Future--Duane "DJ" Sprague
Media Trends in America. Past, Present and Future--Duane "DJ" Sprague
 
Global Trust in Advertising Report by Nielsen
Global Trust in Advertising Report by NielsenGlobal Trust in Advertising Report by Nielsen
Global Trust in Advertising Report by Nielsen
 
Q factor (Conde Nast Spain and the Cokctail Analysis Spain)
Q  factor (Conde Nast Spain and the Cokctail Analysis Spain)Q  factor (Conde Nast Spain and the Cokctail Analysis Spain)
Q factor (Conde Nast Spain and the Cokctail Analysis Spain)
 
Traditional Media vs Digital Media
Traditional Media vs Digital Media Traditional Media vs Digital Media
Traditional Media vs Digital Media
 
Integrating Traditional and Digital Media in a Digital World with Ron Hill of...
Integrating Traditional and Digital Media in a Digital World with Ron Hill of...Integrating Traditional and Digital Media in a Digital World with Ron Hill of...
Integrating Traditional and Digital Media in a Digital World with Ron Hill of...
 
Balancing Act: How to Get the Most from your Advertising and Media Budget
Balancing Act: How to Get the Most from your Advertising and Media BudgetBalancing Act: How to Get the Most from your Advertising and Media Budget
Balancing Act: How to Get the Most from your Advertising and Media Budget
 
Wisconsin State Journal Brand Expand 2014 Presentation
Wisconsin State Journal Brand Expand 2014 PresentationWisconsin State Journal Brand Expand 2014 Presentation
Wisconsin State Journal Brand Expand 2014 Presentation
 
TInc1
TInc1TInc1
TInc1
 
Why Magazines Are Different?
Why Magazines Are Different?Why Magazines Are Different?
Why Magazines Are Different?
 
Will advertisers continue to support consumer magazines online?
Will advertisers continue to support consumer magazines online?Will advertisers continue to support consumer magazines online?
Will advertisers continue to support consumer magazines online?
 
Buzz Monitoring
Buzz MonitoringBuzz Monitoring
Buzz Monitoring
 
Zinngrabe
ZinngrabeZinngrabe
Zinngrabe
 
3 most dangerous trends facing businesses and what one can do about them.
3 most dangerous trends facing businesses and what one can do about them.3 most dangerous trends facing businesses and what one can do about them.
3 most dangerous trends facing businesses and what one can do about them.
 
Influencer Marketing, A Journey To A New World
Influencer Marketing, A Journey To A New WorldInfluencer Marketing, A Journey To A New World
Influencer Marketing, A Journey To A New World
 
Moblie consumer
Moblie consumerMoblie consumer
Moblie consumer
 

More from Ancira Auto Group

More from Ancira Auto Group (20)

Contest terms and conditions
Contest terms and conditionsContest terms and conditions
Contest terms and conditions
 
2010 Ford Flex Specification Summary
2010 Ford Flex Specification Summary2010 Ford Flex Specification Summary
2010 Ford Flex Specification Summary
 
Nhb Online Ziele Gb
Nhb Online Ziele GbNhb Online Ziele Gb
Nhb Online Ziele Gb
 
Vw Sign Then Drive Coupon
Vw Sign Then Drive CouponVw Sign Then Drive Coupon
Vw Sign Then Drive Coupon
 
Bentley Vj10 New.Product.Announcement
Bentley Vj10 New.Product.AnnouncementBentley Vj10 New.Product.Announcement
Bentley Vj10 New.Product.Announcement
 
2010 Vw Model Line Brochure
2010 Vw Model Line Brochure2010 Vw Model Line Brochure
2010 Vw Model Line Brochure
 
Jetta Tdi Cup Karting Flyer
Jetta Tdi Cup Karting FlyerJetta Tdi Cup Karting Flyer
Jetta Tdi Cup Karting Flyer
 
Deliberating Diesel
Deliberating DieselDeliberating Diesel
Deliberating Diesel
 
2010 Vw Club Claim
2010 Vw Club Claim2010 Vw Club Claim
2010 Vw Club Claim
 
2010 Vw World Car Of
2010 Vw World Car Of2010 Vw World Car Of
2010 Vw World Car Of
 
2010 Volkswagen Touareg
2010 Volkswagen Touareg2010 Volkswagen Touareg
2010 Volkswagen Touareg
 
2010 Volkswagen New Beetle Brochure
2010 Volkswagen New Beetle Brochure2010 Volkswagen New Beetle Brochure
2010 Volkswagen New Beetle Brochure
 
Vw Carefree Maintenance Program Schedule
Vw Carefree Maintenance Program ScheduleVw Carefree Maintenance Program Schedule
Vw Carefree Maintenance Program Schedule
 
2010 Volkswagen Golf Brochure
2010 Volkswagen Golf Brochure2010 Volkswagen Golf Brochure
2010 Volkswagen Golf Brochure
 
10 Vw Club Nat
10 Vw Club Nat10 Vw Club Nat
10 Vw Club Nat
 
General Motors Brochure
General Motors BrochureGeneral Motors Brochure
General Motors Brochure
 
2010 Kia Forte Lx
2010 Kia Forte Lx2010 Kia Forte Lx
2010 Kia Forte Lx
 
2010 Kia Forte Koup Sx
2010 Kia Forte Koup Sx2010 Kia Forte Koup Sx
2010 Kia Forte Koup Sx
 
2010 Kia Forte Brochure
2010 Kia Forte Brochure2010 Kia Forte Brochure
2010 Kia Forte Brochure
 
Nameplate Specification Lite Doc 8801 F25 B Aa8 E A7 Cf Bdef 103 Dbdef103 D
Nameplate Specification Lite Doc 8801 F25 B Aa8 E A7 Cf Bdef 103 Dbdef103 DNameplate Specification Lite Doc 8801 F25 B Aa8 E A7 Cf Bdef 103 Dbdef103 D
Nameplate Specification Lite Doc 8801 F25 B Aa8 E A7 Cf Bdef 103 Dbdef103 D
 

Recently uploaded

Commercial Extractor fan repair services
Commercial Extractor fan repair servicesCommercial Extractor fan repair services
Commercial Extractor fan repair servicesmb1294198
 
Transportation Electrification Funding Strategy.pptx
Transportation Electrification Funding Strategy.pptxTransportation Electrification Funding Strategy.pptx
Transportation Electrification Funding Strategy.pptxForth
 
Environmental and Climate Justice Programby Karen Campblin
Environmental and Climate Justice Programby Karen CampblinEnvironmental and Climate Justice Programby Karen Campblin
Environmental and Climate Justice Programby Karen CampblinForth
 
Program Design by Prateek Suri and Shakaya Cooper
Program Design by Prateek Suri and Shakaya CooperProgram Design by Prateek Suri and Shakaya Cooper
Program Design by Prateek Suri and Shakaya CooperForth
 
Building a Future Where Everyone Can Ride and Drive Electric by Linda Bailey
Building a Future Where Everyone Can Ride and Drive Electric by Linda BaileyBuilding a Future Where Everyone Can Ride and Drive Electric by Linda Bailey
Building a Future Where Everyone Can Ride and Drive Electric by Linda BaileyForth
 
Study on Financing of zero-emission trucks and their infrastructure
Study on Financing of zero-emission trucks and their infrastructureStudy on Financing of zero-emission trucks and their infrastructure
Study on Financing of zero-emission trucks and their infrastructureEuropeanCleanTruckin
 
Centering Equity Presentation by Brenna Rivett
Centering Equity Presentation by Brenna RivettCentering Equity Presentation by Brenna Rivett
Centering Equity Presentation by Brenna RivettForth
 
Design and Fund Equitable Electric Transportation For Communities by Jasmine ...
Design and Fund Equitable Electric Transportation For Communities by Jasmine ...Design and Fund Equitable Electric Transportation For Communities by Jasmine ...
Design and Fund Equitable Electric Transportation For Communities by Jasmine ...Forth
 
Centering equity and the community in Transportation by Richard Ezike
Centering equity and the community in Transportation by Richard EzikeCentering equity and the community in Transportation by Richard Ezike
Centering equity and the community in Transportation by Richard EzikeForth
 
Equity Lab: Inked with Intent by The Greenlining Institute
Equity Lab: Inked with Intent by The Greenlining InstituteEquity Lab: Inked with Intent by The Greenlining Institute
Equity Lab: Inked with Intent by The Greenlining InstituteForth
 
USDA’s EV Charging Infrastructure Solutions by Chris McLean
USDA’s EV Charging Infrastructure Solutionsby Chris McLeanUSDA’s EV Charging Infrastructure Solutionsby Chris McLean
USDA’s EV Charging Infrastructure Solutions by Chris McLeanForth
 
Nosfdsfsdfasdfasdfasdfsadf asdfasdfasdfasdf
Nosfdsfsdfasdfasdfasdfsadf asdfasdfasdfasdfNosfdsfsdfasdfasdfasdfsadf asdfasdfasdfasdf
Nosfdsfsdfasdfasdfasdfsadf asdfasdfasdfasdfJulia Kaye
 
Lakshitha maduranga CV - for data entry clerck
Lakshitha maduranga CV - for data entry clerckLakshitha maduranga CV - for data entry clerck
Lakshitha maduranga CV - for data entry clerckLakshanMadhushanka3
 
Centering Equity and Community in Transportation by Benito Perez
Centering Equity and Community in Transportation by Benito PerezCentering Equity and Community in Transportation by Benito Perez
Centering Equity and Community in Transportation by Benito PerezForth
 
Building a Budget by Jeff Allen and Josh Rodriguez
Building a Budget by Jeff Allen and Josh RodriguezBuilding a Budget by Jeff Allen and Josh Rodriguez
Building a Budget by Jeff Allen and Josh RodriguezForth
 

Recently uploaded (17)

Commercial Extractor fan repair services
Commercial Extractor fan repair servicesCommercial Extractor fan repair services
Commercial Extractor fan repair services
 
Transportation Electrification Funding Strategy.pptx
Transportation Electrification Funding Strategy.pptxTransportation Electrification Funding Strategy.pptx
Transportation Electrification Funding Strategy.pptx
 
EVAT - Future Mobility Transformation in Thailand
EVAT - Future Mobility Transformation in ThailandEVAT - Future Mobility Transformation in Thailand
EVAT - Future Mobility Transformation in Thailand
 
Environmental and Climate Justice Programby Karen Campblin
Environmental and Climate Justice Programby Karen CampblinEnvironmental and Climate Justice Programby Karen Campblin
Environmental and Climate Justice Programby Karen Campblin
 
Program Design by Prateek Suri and Shakaya Cooper
Program Design by Prateek Suri and Shakaya CooperProgram Design by Prateek Suri and Shakaya Cooper
Program Design by Prateek Suri and Shakaya Cooper
 
Building a Future Where Everyone Can Ride and Drive Electric by Linda Bailey
Building a Future Where Everyone Can Ride and Drive Electric by Linda BaileyBuilding a Future Where Everyone Can Ride and Drive Electric by Linda Bailey
Building a Future Where Everyone Can Ride and Drive Electric by Linda Bailey
 
Study on Financing of zero-emission trucks and their infrastructure
Study on Financing of zero-emission trucks and their infrastructureStudy on Financing of zero-emission trucks and their infrastructure
Study on Financing of zero-emission trucks and their infrastructure
 
Centering Equity Presentation by Brenna Rivett
Centering Equity Presentation by Brenna RivettCentering Equity Presentation by Brenna Rivett
Centering Equity Presentation by Brenna Rivett
 
Design and Fund Equitable Electric Transportation For Communities by Jasmine ...
Design and Fund Equitable Electric Transportation For Communities by Jasmine ...Design and Fund Equitable Electric Transportation For Communities by Jasmine ...
Design and Fund Equitable Electric Transportation For Communities by Jasmine ...
 
Centering equity and the community in Transportation by Richard Ezike
Centering equity and the community in Transportation by Richard EzikeCentering equity and the community in Transportation by Richard Ezike
Centering equity and the community in Transportation by Richard Ezike
 
Reinventing the Car - as I reported it in 1985!
Reinventing the Car - as I reported it in 1985!Reinventing the Car - as I reported it in 1985!
Reinventing the Car - as I reported it in 1985!
 
Equity Lab: Inked with Intent by The Greenlining Institute
Equity Lab: Inked with Intent by The Greenlining InstituteEquity Lab: Inked with Intent by The Greenlining Institute
Equity Lab: Inked with Intent by The Greenlining Institute
 
USDA’s EV Charging Infrastructure Solutions by Chris McLean
USDA’s EV Charging Infrastructure Solutionsby Chris McLeanUSDA’s EV Charging Infrastructure Solutionsby Chris McLean
USDA’s EV Charging Infrastructure Solutions by Chris McLean
 
Nosfdsfsdfasdfasdfasdfsadf asdfasdfasdfasdf
Nosfdsfsdfasdfasdfasdfsadf asdfasdfasdfasdfNosfdsfsdfasdfasdfasdfsadf asdfasdfasdfasdf
Nosfdsfsdfasdfasdfasdfsadf asdfasdfasdfasdf
 
Lakshitha maduranga CV - for data entry clerck
Lakshitha maduranga CV - for data entry clerckLakshitha maduranga CV - for data entry clerck
Lakshitha maduranga CV - for data entry clerck
 
Centering Equity and Community in Transportation by Benito Perez
Centering Equity and Community in Transportation by Benito PerezCentering Equity and Community in Transportation by Benito Perez
Centering Equity and Community in Transportation by Benito Perez
 
Building a Budget by Jeff Allen and Josh Rodriguez
Building a Budget by Jeff Allen and Josh RodriguezBuilding a Budget by Jeff Allen and Josh Rodriguez
Building a Budget by Jeff Allen and Josh Rodriguez
 

Newspaper Value Proposition

  • 1. The Value of Newspaper Media
  • 2.
  • 3. Today’s Challenges: A Perfect Storm Channel proliferation Importance of word-of-mouth Audience fragmentation Intense accountability Ad avoidance Blinding clutter
  • 4.
  • 5.
  • 6. “ I need engagement! I need ROI! I need Impact! I have no budget!”
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.  
  • 12.  
  • 13.  
  • 14.  
  • 15.  
  • 16.  
  • 17.  
  • 18. “ When I want a new car, I sit and wait for a car commercial on TV!”
  • 19.  
  • 20. Newspaper Media Is Accessible Where And When The Consumer Wants
  • 21.  
  • 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
  • 23.
  • 24.  
  • 25.
  • 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
  • 27.
  • 28.  
  • 29.  
  • 30.
  • 31. “ How do I become an influential?”
  • 32.
  • 33.  
  • 34. MORI Research 2005 “How America Shops & Spends”
  • 35.  
  • 36.  
  • 37. Finding: Almost one-third of “non-readers” actually used the newspaper in some way in the past 7 days !
  • 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
  • 39.
  • 40.
  • 41.
  • 42.
  • 43.

Editor's Notes

  1. We want to talk to you today about the unique value of newspaper media in all its multi-media forms – from daily papers to their robust websites to wireless access to niche pubs to kiosks to even Podcasts. We have a wide range of media options for you to take advantage of and customize to your situation. Here is an excellent opportunity for you to customize this presentation by substituting your own newspaper product mix on the pictures here. Remember that you want to emphasize NEWSPAPER MEDIA plural we are more than just print on paper these days. Our industry footprint extends in amazing new ways
  2. The value of newspaper media really begins with you. We want to understand your challenges and opportunities and discuss how we can help. It has been our experience from working with advertisers in a lot of different businesses that you are facing some unique challenges and pressures today. And we think you’ll be surprised at how well the newspaper media can help you address these challenges.
  3. Today’s challenges in many ways constitute a “perfect storm” of pressures. The advertisers’ perfect storm is coming from two principle “high pressure” systems. First, there’s intense pressure on ROI. You know the facts… a shrinking mass market, audience fragmentation, and a proliferation of channels with lower reach yet higher cost. All at a time of intense accountability. If that isn’t bad enough, there is a whole other set of pressures that has happened in the new media era that we’re in, unfortunately resulting in a waning influence of advertising. Consumers are growing more skeptical. They don’t believe advertisers, they believe their brothers-in-law. Word-of-mouth has never been more important.
  4. We live in a blinding world of clutter. Some specifics on channel proliferation over the last 25 years; And if that isn’t storm enough, advertisers are also facing the waning influence of their advertising dollar. Many of the new communication technologies are empowering consumers to avoid advertising altogether.
  5. While channel surfing and the flight to commercial free programming are familiar pressures, advertisers are now besieged by a myriad of ad avoidance techniques widely available to today’s consumer. Some key facts: DVRs are now in 15 million HH and expected to reach 50% penetration by 2010 Video on demand is taking off, with day after viewing of prime time shows now available. Commercial free satellite radio now has millions of subscribers 100 million on the national “Do Not Call List” And the internet firewall/blocker business is a multi-billion $ industry Here is an opportunity to talk about the world of media in your market
  6. Doesn’t it feel like this sometimes? Clearly, business as usual for advertisers won’t cut it. As it’s been said and written many times in recent years, it’s a brave new world for advertisers requiring a new course of action to survive and prosper through this perfect storm.
  7. We believe the new course of action requires new priorities. Given the rise of ad avoidance, advertisers first priority should be to focus on “engaging consumers when and where they’re actively seeking advertising” Second, in the face of heightened skepticism advertisers must leverage the viral power of word of mouth. And third, advertisers trying to improve their ROI need to influence more people at the moment of their purchase decision. You need prompt action and purchase. It has been an historical strength of the newspaper industry and will continue to be so in the future. No matter what business you’re in or how big your budget is, these are the new priorities to win in the face of this perfect storm. And we’re here to tell you today that newspaper media are well poised to help you take on these challenges.
  8. Which brings us to the true value of the newspaper media. Newspaper advertising is a proven answer to these new priorities: In an opt-out world, consumers opt-in to newspaper advertising On-line and in print, NP advertising is a destination for consumers not a distraction to be avoided It’s a proven strength of newspaper media that’s never been more relevant and yet many advertisers never think about it that way. We’d like to change that, because there are some surprising truths about newspaper media that you should know.
  9. But don’t just take our word for it. Everything we’re about to share with you today is based on independent, third party research. All quantitative and projectable. We want to make our case, but you need to know that it’s a fact based case. Our sources include: (read list) And we’ll be glad to share the entire studies with you so you know we’re not just being selective. You may wish to add your local research company to this list
  10. There’s a great deal of compelling evidence that newspaper media ads are indeed an integral and desired part of the content. Consumers turn to newspaper ads to inform their purchase decisions, large and small. Some specific facts you should know…
  11. One irrefutable proof point is the absence of the negative. To gauge consumer resistance to advertising, Yankelovich recently asked consumers where they’d like to eliminate advertising and only 10% chose newspaper, while over 3 times that many wanted to eliminate advertising on TV and online, 22% from radio and 16% from magazines. Said in the reverse, 90% of the population want their newspaper advertising. A recent Scarborough study produced the same results. The Yankelovich research is 2004 their national study The same data actually reinforces in the brand new 2006 Scarborough engagement study
  12. So not surprisingly, newspapers are by far and away the most dominant medium where consumers go with the express purpose of checking out the ads, by a whopping 6:1 ratio. Talk about the ads being a destination… this is the proof. MORI research conducted the updated How American Shops and Spends Research in October of 2005. This is a sample of over 4000 telephone interviews nationally. It is an update of a 1999 study with surprisingly unchanged results.
  13. Not only do they go to check out the ads, it’s their preferred medium to receive ad info, again by nearly a 6:1 margin. So, newspaper ads are not just a destination for advertising, it’s the preferred destination. MORI did not single out newspaper website use for this study. Hence, when you add newspaper websites, it would be likely that the newspaper media number would be higher.
  14. And it’s not just a chore; consumers actually look forward to this kind of advertising 5:1. Which is in many ways the definition of an engaged consumer… one that’s eager to hear what the advertising has to say. They’re eager for a good reason: because the advertising is getting more interesting and we are now doing very different, intrusive, impactful kinds of units.
  15. Like this corner cutting ad that appeared in a Chicago newspaper. The reversed L-shaped ad shows the 2005 Mini Cooper turning corners around the Chicago paper’s Rape Report section.
  16. This clever Neutrogena ad is a page stopper! The microdermabrasion instrument is shown erasing news copy and drives the point home by stating that… “It does the same thing to rough skin, sun damage and age spots.”
  17. An Eye popper…Goal Post shape Target ad that surrounds World and Regional news.
  18. It goes something like this (read caption). What other medium can say that?
  19. Part of the reason for this unequaled engagement in the advertising is the newspaper’s unequaled convenience as an ad medium, again more than every other major medium. More than twice as convenient as the internet! It is the most convenient advertising because you can touch it, feel it, cut it out, and comparison shop with it. Few media give that kind of convenience to consumers. Don’t take our word for it. This is based on a lot of data, and we have also talked to a lot of people. So I want you to hear a short clip of advertising decision makers from different disciplines talking about this phenomenon of being a destination, not a distraction. The How American Shops and Spends research is available on the www.naa.org/advertiser website. It has great information that tells a great story. Familiarize yourself with it and share it.
  20. Another reason it’s convenient is that it’s accessible when and where the consumer wants to engage. Portable, permanent, and multi-media, newspapers are uniquely suited to the needs of today’s time-shifting, place-shifting consumer One of the most under appreciated strengths of newspaper media is that it’s everywhere today’s mobile consumer wants to be. It’s convenient for the consumer and it can be a powerful way for advertisers to capitalize on channel synergies. As with the opening slide, place your product mix here if you wish
  21. Newspaper multi-media has been getting a lot of attention lately… Including this recent USA TODAY cover story. [Read headline and subhead] This is a 2006 USA Today story talking about how newspapers are diversifying into a multi media growth plan.
  22. And the folks at Nielsen/NetRatings know this to be true. Their VP of client analytics recently observed (read quote).
  23. Indeed newspaper websites have a robust and growing online audience. [Read points] The online audience for newspapers hit record levels again in the first quarter of 2006, peaking in March at nearly 58 million visitors. Audience reach also hit a record high at nearly 38 percent that month. Averages for the quarter put reach at 56 million, accounting for a reach of 37 percent of all online users, according to Nielsen//NetRatings. Growth was steady over the last year, but the quarter marks an 8 percent increase in reach over the same period in 2005, as well as audience gains at a time when Internet audience usage typically recedes from Fall highs. Visits per person also showed an incremental increase. Newspapers are more than print on paper, we can begin to Halo newspapers with the growing impact of our websites. Local data is welcome
  24. We know this issue of duplication is important to a lot of advertisers. Yeah, they’re on-line, but are they the same people? Are you really reaching new people? A brand new MORI research study talks about the power that print and online bring. Again, if you have local database your website, add it here.
  25. And the newspaper website reader is an attractive audience. Their mean age is 38, and they have a household income of $70K. 54% have college degrees And they’re very active online…shopping, buying, and banking. Surprised? MORI power user study just released profiles the impressive demography of newspaper website users. Think about what it adds to your print package. Add in local research as well here.
  26. Its been said many times that… newspapers don’t reach younger demographic groups. Well, when you consider the strength of newspaper websites, critics will have to sing a different tune. This slide shows the top 10 newspapers that had the largest percent increase in the 25-34 demographic group after combining 5 weekday/1 Sunday print and 30-day Web usage. The Desert Morning News leads the way with a whopping increase of 48.9%. Source: Newspaper Audience Database/Scarborough Research.
  27. The second new priority for advertisers is to leverage the viral power of word of mouth. Everybody’s talking about it, but mostly in the context of new media. The fact is, the medium that reaches more of the most influential consumers today is newspapers.
  28. This has been a hot topic for marketers in the last few years, beginning with Malcolm Gladwell’s “The Tipping Point”, and more recently by “The Influentials” - a book about the “one American in 10…(read headline).
  29. Based on the most recent MRI wave, 41% of Influentials are heavy users of newspapers, more than any other medium. A lot more than TV and radio. These consumers can help today’s advertisers harness the viral power of word of mouth and become not just your prospects but your advocates. Most advertisers are familiar with the notion of Influentials, those people who influence others to buy. Let’s remind them that you influence influentials in newspapers. This research comes from the annual MRI research and a source most advertisers accept.
  30. Not only are they reading the newspaper but they’re sharing that information with friends & family. [Read points] This data is from a brand new study conducted by Scarborough dealing with engagement. It is a sample of over 4000 telephone interviews. It talks about more than who reads or uses the newspaper but how involved they are with the medium. These days, ad agencies want active users and not just the chance to be seen by targeted consumers. This study will be posted on the naa.org/advertiser website soon.
  31. It’s a real, budget extending asset. And one of the most contemporary advantages the newspaper media offer.
  32. The third and final priority in charting a new course is to reach your target audience “at the moment of decision” to ensure that it has real impact on purchase decisions and in turn, your ROI. Again, a major strength that newspapers have been long known for.
  33. Newspapers have a slam dunk story when it comes to the medium most valuable for planning shopping. Want to get your brand, product or service on the shopping list? Newspaper is where you’ve got the best shot at making it happen. In a world gone mad about ROI (return on investment), newspaper are the original results media. This should not be a surprise to your customers but why not remind them?
  34. Some people have the perception that newspaper readers are just checking classifieds and inserts when planning a purchase. That’s simply not the case… Based on the most recent MORI 2005 How America Shops and Spends study, 87% of readers say they look at ROP advertising when paging through the paper.
  35. And…that same study shows that most readers check Inserts when considering a purchase, at 87%. Consumers check both ROP advertising and Inserts. How about that one-two punch!
  36. Based on MORI’s 2006 Preprint Study, newspaper readers not only check Inserts, they actually hold on to them. 45% hang on to inserts for 2-4 days and 33% keep inserts for 5 or more days. How’s that for extending the shelf life of your advertising message?
  37. Do non-readers use newspapers at all? The answer is a resounding yes! Scarborough’s 2006 engagement study found that almost a third of “non-readers” actually used the newspaper in some form or fashion in the past 7 days.
  38. … And how do these ‘Non-readers” use the paper? In a myriad of ways. When asked the question, “ 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?” The responded by saying that they use newspapers to… Checking sales in local stores Comparing prices Reading the comics Checking the weather, sports scores, TV listings and horoscopes
  39. Scarborough’s 2006 Engagement Study asked the question, over the past 7 days, have you either read or used the printed newspaper. This slide shows that when you combine both Readers and Users, newspapers have a strong story to tell. 83% of adults stated that they were either readers (75%) or Users (8%) of the printed newspaper in the past 7 days.
  40. Here are some cases in point. [Read points] All the examples here are national advertisers but it would be a good idea to add some local success stories to the presentation here.
  41. In another test for J Jill, newspaper helped attract 22% more new customers with 44% more unit sales at 44% higher average sale with no drain on overall margins. Pretty impressive, don’t you think? One more example and again feel free to modify with your own. Testimonial blends nicely with research to build an effective story.
  42. So in conclusion, when it comes to navigating this perfect storm of declining ROI and rising ad avoidance, newspaper media are uniquely suited to helping you… Engage consumers when and where they are actively seeking advertising Leverage the viral power of word of mouth and reach people at the moment of decision So you are not done, now you can transition to your discussion about specific needs that your newspaper can address.
  43. Indeed, the value of newspaper media is clear, and has never been more relevant: It’s opt-in media in an increasingly opt out world. It’s where the advertising is a destination, and not a distraction. Thank you.