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HSPA Political

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Presentation by leaders of Indiana's largest newspapers.

Published in: News & Politics, Business
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HSPA Political

  1. 1. Driving political ad dollars intonewspapers and media websites
  2. 2. WHERE DOES POLITICAL ADVERTISING GO? Television Direct Mail Radio Internet Why not Newspapers?
  3. 3. Excellent reasonto use Newspapers. Newspaper readers vote. Newspapers have thebiggest voting audience. Perceived by the public as trustworthy sources ofinformation.
  4. 4. REASONS NOT TO BUY NEWSPAPERS Too Hard to buy! Too hard to produce. Not flexible enough on ad deadlines. No volume discounts. Ad Agencies do not profit as much. Perceptions like young voters don’t read newspapers
  5. 5. WHERE DO MOSTLIKELY VOTERS GET THEIR CAMPAIGN NEWS? N E WS P AP E R S 80% of voters 35 and older are regular readers of newspapers in print or online. SOURCE: Moore Informations American Voters Media Use Study, January 2012
  6. 6. WHERE DO MOSTLIKELY VOTERS GET THEIR CAMPAIGN NEWS? N E WS P AP E R S #1 Websites Newspaper websites rank #1 in 22 of the top 25 largest markets. SOURCE: Moore Informations American Voters Media Use Study, January 2012
  7. 7. WHAT WE DID… One stop billing HSPA produces all ads Newspapers committed to being flexible on copy deadlines Developed earned rate program
  8. 8. DISTRICT 6Special HSPA Political Campaign Advertising Rate Plan
  9. 9. DISTRICT 2Special HSPA Political Campaign Advertising Rate Plan
  10. 10. STATEWIDESpecial HSPA Political Campaign Advertising Rate Plan
  11. 11. Newspaper to Media Company Not your father’snewspaper anymore!
  12. 12. REACHING ALL VOTERS New media companies reach all voters in the fashion they want to receive information. Websites. Newspapers. Video. Mobile. Email.  Social Media.
  13. 13. Online Examples Offering a wide-range of advertising solutions on Indiana’s most visited websites …PENCIL AD V EXPANDED PENCIL >LEADERBOAD AD V
  14. 14. Online ExamplesOffering a wide-rangeof advertising solutionson Indiana’s mostvisited websites … BIG BOX AD > EXPANDABLE LEADERBOARD ^
  15. 15. Video ExamplesReach likelyvoters with yourvideo message… PRE-ROLL VIDEO ^ IN-BANNER VIDEO ^
  16. 16. Mobile, Social, Email ExamplesVoters are on themove … yourpolitical messageshould be, too!
  17. 17. Special Electronic Advertising Rate Plan Example CORE PROGRAMSLeaderboard CPM: $5.60 netDimensions: 728x90 Expandable: Yes (728x200)Placement: ATF or BTF Page: Homepage (BTF), Section Fronts, ArticlesBig Box CPM: $13.60 netDimensions: 300x250 Expandable: Yes (600x250)Placement: ATF or BTF Page: Homepage, Section Fronts, Articles
  18. 18. Special Electronic Advertising Rate Plan Example PREMIUMHalf Page CPM: $14.40 netDimensions: 300x600 Expandable: Yes (600x600)Placement: ATF or BTF Page: Homepage (BTF), Section Fronts, ArticlesIn-Banner Video CPM: $17.60 netDimensions: 300x250, 300x600, 300x800 Length: :15 to :30 secondsPlacement: ATF or BTF Page: Homepage, Section Fronts, ArticlesPreRoll Video CPM: $17.60 netDimensions: 640x480 or 720x480 + 300x250 Length: :15 to :30 secs.Placement: Start of videos
  19. 19. Special Electronic Advertising Rate Plan Example HIGH IMPACTInterstitial CPM: $32.00 netDimensions: 810x550 Expandable: Yes (600x600)Page: Homepage, Section Fronts 1 day roadblock conflictswith sliding billboardReskin or P.A.W. CPM: $6,250 netDimensions: 747x420 + 728x90 Page: ArticlesPlacement: 1-day Roadblock conflicts with InterstitialSliding Billboard CPM: $5,000 netDimensions: 980x66 Page: Homepage, Section FrontsExpandable: Yes (980x418) Placement: 1-day Roadblock
  20. 20. Special Electronic Advertising Rate Plan Example MOBILEMobile Site CPM: $16.00 netDimensions: 120x20, 168x28, 216x36, 300x50 Expandable: NoPlacement: ATF & BTF Page: ROSApp CPM: $16.00 netDimensions: 300x50 Expandable: No Page: ROSiPad CPM: $36.00 netDimensions: Between Article Interstitial Web Browser: 573x864 634x608Gallery Interstitial Web Browser:768x760, 829x504 Between ArticleInterstitial App: 573x953, 634x697 Page: ROS
  21. 21. HSPA Media Advertising Works. HSPA reaches the audience you want to reach!

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