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Naa Digital Value Proposition
- 1. Make Your Online Advertising More Effective A Case For Using Local Newspaper Web sites
- 2. Newspaper Web sites = Localmotion!
- 3. “Everything important is local…” -Bill Schrier, Chief Technology Officer, City of Seattle
- 4. All Business Is Local "Successful brands are ones that have been able to turn the local market place into the local marketing place.” - AllAboutBranding.com
- 5. “Localization is a key component of Macy’s strategic formula for continued growth and success… As we provide for more local decision making in every Macy’s community, we are tailoring our merchandise assortments, space allocations, service levels, visual merchandising and special events store-by-store.” - Source: Macys Inc, 2008 Annual Report, page 2
- 6. The Value Proposition of Newspaper Web sites
- 8. Newspaper Web sites… #1 – Reach engaged audiences. #2 – Are continually growing. #3 – Offer engaging products and services. #4 – Extend local reach for advertisers. #5 – Encourage action.
- 9. Reason #1 Newspaper Web sites Reach Engaged Local Audiences.
- 10. Newspaper Web site Visitors: • 40% of those employed in management, financial operations or professional & related occupations. • 40% of those have at least a four-year college degree. • FCC Network – 63% • 44% of those have a post- graduate degree. • 46% of those have an individual income of $150,000 or more. Source: Scarborough Research, Multi-Market Release 2, 2008 12 months. Visited newspaper website in past 30 days.
- 11. FCC Network Visitors: 20% over $100k 63% over 35 1,030,537 63% people College & Grad 37% School under 35 605,236 people
- 12. Women Use Newspaper Web sites! Index to % Total Index to Composition Total Online Women Age 25 to 34 22% 128 109 35 to 44 24% 127 108 HH Income $75,000 + 49% 144 103 Education College Graduate 38% 159 116 s Home Own Ownership their 75% 106 100 Home Base: 22,560,463 Female Adults who visited newspaper website past 30 days Source: 2008 Scarborough Multi-Market Report
- 13. Men Use Newspaper Web sites! % Composition Index to Total Index to Total Online Men Age 25 to 34 22% 115 108 35 to 44 24% 122 110 HH Income $75,000 + 61% 205 127 Education College 46% 170 139 Graduates Home Own their 78% 108 104 Ownership Home Base: 22,555,774 Male Adults who visited newspaper website past 30 days Source: 2008 Scarborough Multi-Market Report
- 14. Hispanics Use Newspaper Web sites! Index to Total % Composition Hispanics Age 25 to 34 30% 104 35 to 44 25% 113 HH Income $75,000 + 43% 174 Education College Graduates 26.8% 233 Home Own their Ownership Home 75% 124 Base: 4,762,882 Adult Hispanics who visited newspaper website past 30 days Source: 2008 Scarborough Multi-Market Report
- 15. “As consumers become more sophisticated in navigating the Web, they are turning to trusted sources of news and information, like newspapers, instead of content aggregators or portals.” - Shawn Riegsecker, President, Centro
- 16. #1 Local Site in Top Markets • Newspaper Web sites #1 in Top 10 Markets • Newspaper Web sites #1 in 22 of the Top 25 Markets Source: Newspaper National Network LP comScore – December 2008– 12 Month Average Unique Visitors
- 17. #1 Local Site in the Region
- 18. Newspapers Own the #1 Local Web site in 22 of the Top 25 Markets DMA 1 -12 DMA 13-25 New York - NYTimes.com Tampa/St. Petersburg – Baynews9.com Los Angeles - LATimes.com Seattle – SeattleTimes.com Chicago - Chicagotribune.com Minneapolis/St. Paul – StarTribune.com Philadelphia - Philly.com Miami/Ft. Lauderdale – Sentinel.com Dallas/Ft. Worth - Dallasnews.com Cleveland – Cleveland.com San Francisco – SFGate.com Denver – 9News.com NBC Boston - Boston.com Orlando – OrlandoSentinel.com Atlanta - AJC.com Sacramento – SacBee.com Washington DC - WashingtonPost.com Saint Louis – STLToday.com Houston - Chron.com Portland – Oregonlive.com Detroit - ClickonDetroit.com – Channel 4 NBC Pittsburgh- Post-Gazette.com Phoenix – AZCentral.com Charlotte – Charlotte.com Indianapolis – IndyStar.com Source: comScore January 2008 – December 2008 Average Unique Visitors 18+
- 19. Reason #2 Newspaper Web sites Are Continually Growing.
- 20. Audience Growing At More Than Twice the Rate of The Internet Percent Growth In Unique Visitors, Same Period, Year-Ago 12.0% 10.5% 10.0% 8.0% 6.0% 3.2% 4.0% 2.0% 0.0% Q1 '09 I nt er net Grow t h Q1 '09 New spaper W ebsit es Source: //NetRatings NetView Custom Analysis 2009
- 21. Accelerating Growth Unique visitors to newspaper web sites totaled 73.3 million in the 1st quarter of 2009 – 11% increase over the same period last year. Page views averaged over 3.5 billion per month throughout the quarter, compared with 3.1 billion during the same period last year. 44% of all active internet users visited newspaper web sites. Source: Nielsen Online – Adults 18+ - 2009
- 22. Online Newspaper Audience Continues to Grow 80,000,000 Unique Users January 2004 – January 2009 70,000,000 73,308,926 60,000,000 43,330 77% 50,000,000 U p 40,000,000 30,000,000 May-04 May-05 May-06 May-07 May-08 Sep-07 Sep-04 Sep-05 Sep-06 Sep-08 Jan-04 Jan-09 Jan-05 Jan-06 Jan-07 Jan-08 Source: Nielsen Online – Adults 18+ - 2009
- 23. Local online users trust Newspaper Web sites more than local TV station sites, portals, online yellow pages, city guides, local magazines sites and classifieds! Source: Online Publishers Association (OPA) and Jupiter Research, 2008
- 24. 77% of frequent web visitors are more satisfied with local content on Newspaper Web sites vs. portals Source: Online Publishers Association - Local Online Media: From Advertising to Action – Jupiter Research - August 2008 Q: About how often do you visit the following sites? (select one) Q: How satisfied are you with the way your local community is covered by the following Web sites? (select one for each)
- 25. Reason #3 Newspaper Web sites Offer Engaging Products and Services.
- 26. Newspaper Web sites Provide Functionality and Web 2.0 Features • Some of the types of interactive features offered on the web sites of the top 100 US Newspapers in 2007 and 2008 are as follows: • RSS • Blogs • Niche • Video • Online Portals • Social Networking (Facebook) • Mobile Source: Bivins Group 2008
- 34. Reason #4 Newspaper Web sites Extend Local Reach For Advertisers.
- 35. “Local businesses of all types are realizing that they need a visible online presence in order to compete in their marketplace.” - Blizzard Internet Marketing, August 2008
- 36. Currently, 66% of Newspaper Online Revenue is Local Total= Approximately $3.2 Billion National $1.1 Billion 34% $2.1 Billion 66% Local Source: Borrell Associates May 2008
- 37. Source: Borrell Associates, 2008
- 39. “With strong brands and trusted environments, local media sites deliver concrete results for advertisers.” - Pam Horan, President Online Publisher’s Association
- 44. Reason #5 Newspaper Web sites Encourage Action!
- 45. Action! 46% of local online content users took action after seeing ads on a local Newspaper Web site. Online Publishers Association and Jupiter Research’s Spring 2008
- 46. “Brands are starting to realize just because content and advertising is delivered digital doesn’t mean the rules for successful advertising have changed. Amazing creative placed with highly- regarded and well-respected media brands, like online newspapers, is still the most effective way to build brands and drive ROI.” - Shawn Riegsecker, President, Centro
- 47. Newspaper Web site Visitors Spend More Online • 44% of those who visited newspaper web sites in the past 30 days spent $500 or more in online purchases in the twelve months. • That compares with 37% of Internet users overall. Source: Scarborough Research, Multi-Market Release 2, 2008 12 months.
- 48. 56% of adults trust ads on a Newspaper Web site. Source: OPA and Jupiter Research, August 2008
- 49. Why Use Newspaper Web sites?
- 51. Newspaper Web sites… #1 - Reach engaged audiences. #2 – Are continually growing. #3 – Offer engaging products and services. #4 – Extend local reach for advertisers. #5 – Encourage action.
- 52. Don’t Miss The Train Newspaper Web sites = Localmotion!
- 53. Include Newspaper Web sites in your advertising plans today!
Editor's Notes
- With all the choices out there, advertisers are struggling to decide which web sites to include in their media plans. They are looking for sites that engage local audiences and drive consumers to take action. Today, we would like to share with you several reasons why you should include local newspaper websites in your media plans.
- But…before we discuss the value of Newspaper Websites, we must first talk about the importance of ‘LOCAL’ and what it means to consumers. Consider the following:
- This quote from Bill Schrier – Chief Technology Officer for the City of Seattle, exemplifies why local is important to us all. Read the following quote in its entirety: “ It is important to remember that we as people tend to value what’s closest to us…our local communities, neighborhoods, schools and politics. It’s not that people don’t care about global events. People are concerned with the people, places and businesses that effect their daily lives. certainly events like the Iraq war and the downturn in the economy are important… But ordinary people don’t feel they have control over such monumental events. They feel they can control what happens in their neighborhood or on their block – building permits, helping the elderly, crime, condition of streets, what moves into their neighborhood.”
- And speaking of businesses… all business is local. Read quote
- Large advertisers such as Macy’s value the importance of “LOCAL’ and localization is paramount to the success of their ‘My Macy’s initiative. Read quote:
- Read slide:
- There are 5 good reasons to include Newspaper Websites in your media plans. Let’s consider the following:
- Read the 5 points.
- Read slide:
- Advertisers (such as yourself) want to reach highly desirable audiences who can afford their products and services. Newspaper Websites have highly desirable audiences who are highly educated and boast healthy household incomes. Read slide points:
- Newspaper Websites index much higher vs. total online users with women who earn more than $75,000+, and are highly educated and own their homes.
- Use Newspaper Websites to target men. Just as with women, they are more likely to: - Earn incomes in excess of $75K. Have graduated from college. Own their home.
- In addition, reach the desirable Hispanic audience with Newspaper Websites. Note that Hispanics also have healthy household incomes, and are more likely to be well educated and own their own homes.
- Consider this quote from the President and Founder of Centro. Read the quote. Note: Centro launched in 2001 and was created to make the buying and selling of online media easy. Now Centro services hundreds of national, regional and local agencies offering thousands of local online publishers an opportunity to showcase their sites to their agency partners.
- The mass reach of Newspaper Websites is extraordinary! Newspaper Websites are unique in that, although they have a large national reach, they are also the number one local website in 22 of the top 25 markets. So whether nationally or locally, Newspaper Websites provide tremendous value due to the quality of their content.
- Let’s take a closer look at the top 25 DMAs where Newspaper Websites are #1 local site. Note: Three markets where TV ranks number one (Detroit, Tampa and Denver).
- That brings us to our second point…Newspaper Websites are growing exponentially!
- According to NetRatings Net View, consumers place a value on local content. The fact that viewership of newspaper sites is growing at a pace that is double the net in general, suggests that consumers trust and value content that is local and relevant to them.
- Newspaper Websites are experiencing incredible growth. As you can see, unique visitors to newspaper web sites totaled 73.3 million in the 1st quarter of 2009. That represents an 11% increase over the same period last year. In addition, page views averaged over 3.5 billion per month throughout the quarter, compared with 3.1 billion during the same period last year. And…44% of all active internet users visited newspaper websites.
- Here is a visual of the previous slide. Note that, the online newspaper audience continues to grow at a record pace. Unique users are up 77% from January 2004 thru January 2009.
- According to a recent OPA study, local online users trust Newspaper Websites more than other media outlets such as: TV Portals Online Yellow Pages City Guides Local Magazines and Classifieds Note the following findings associated with this slide from the OPA study: Local Newspaper Websites – 56% Local TV Station Sites – 55% Portals – 53% Online Yellow Pages – 49%, City Guides – 44%, Local Magazine Sites – 40%, Classified Sites – 40%
- In a recent OPA study in conjunction with Jupiter Research, the question was asked to frequent web visitors, “How often do you visit the following sites (list provided).” 77% of the respondents stated that they are more satisfied with local content on Newspaper Websites vs. portals.
- The third reason to use Newspaper Websites in your media plans is … Newspaper Websites offer products and services that engage web users.
- A 2008 study by The Bivings Group found that 58% of Newspaper Websites offered various forms of user generated content in 2008 vs. 24% in 2007. Consider the following web 2.0 features and functionality that Newspaper Websites offer: Read the list.
- Example of OregonLive.com RSS feeds and blogs.
- Gannett is launching “mom sites” in all of their major markets. They have found that local moms – a lucrative market for advertisers – are embracing the ability to connect with other local moms. Meet local, Indianapolis, moms and get advice, share stories, upload photos and connect in groups on Indianapolis MomsLikeMe.com
- Many newspapers like The Washington Post are leveraging their Hispanic products. This is the web companion to The Washington Post’s print product entitled - Eltiempolatino.com. The site caters to the growing number of affluent Hispanics in the Washington DC area who frequent the web.
- HamptonRoads.tv is The Virginian-Pilot’s TV Viewer Video product. It features fresh, original video about the Hampton Roads region of Virginia.
- An example of the Santa Cruz Sentinel’s entertainment portal entitled: Santa Cruz Live.
- LA Times Facebook example.
- Washingtonpost.com mobile example.
- It’s important to note that national and local advertisers alike, value and utilize the strengths of Newspaper Websites to extend their reach and presence in local markets across the country.
- In order for local businesses to compete in their respective markets, it’s imperative that they have a strong local online presence. Newspaper Websites provide that opportunity and presence. Consider this quote from Blizzard Internet Marketing speaking on this important subject… Read quote.
- Advertisers put their money where their mouths are! As per a recent Borrell Study, 66% of Newspaper Website revenue is local. That represents approximately $3.2 billion!
- And again, according to Borrell Associates…Newspaper Websites out deliver their competitors by receiving the lion’s share of online revenue. Note: Newspaper Websites rank #1 in this area at 26.9%. Local yellow pages, TV and radio websites lag far behind at 9.5%, 9.5% and 2.1% respectively.
- Here’s an example of national advertiser CVS utilizing tennessean.com to extend their reach in the local Tennessee market.
- And…who would know that Newspaper Websites deliver for advertisers better than someone who works closely with online publishers and… has deep relationships with advertisers than OPA’s President, Pam Horan. Read Pam Horan’s quote in its entirety. It speaks to the fact that Newspaper Websites deliver results for advertisers and more…
- Roche Bobois example on washingtonpost.com
- Local (South Motors and Lexus of North Miami) and national (American Express) advertiser examples on miamiherald.com.
- Dillard’s example in on sunsentinel.com.
- Statefarm example on azcentral.com
- And…we saved the best for last… point number 5: Newspaper Websites encourage visitors to take action! That’s the reason why advertisers use them. Why? It addresses ROI!
- According to the Online Publishers Association and Jupiter Research’s Spring 2008 study, almost one-half (46%) of local online content users took action (e.g., bought, researched or visited a store) after seeing local advertising on a local newspaper site.
- Newspaper Website visitors purchase goods and services online and outspend portals. Scarborough’s Multi-Market research found that, 44% of those who visited newspaper websites in the past 30 days spent $500 or more in online purchases in the twelve months. That compares with 37% of Internet users overall.
- According to a recent Online Publisher’s Association (OPA) study, Newspaper Websites are the most trusted sites for local advertising. And…56% of respondents in the study said they trusted ads on a Newspaper Website. That type of credibility drives ACTION!
- So…why use Newspaper Websites?
- Let’s review the five reasons…
- Note: Read the 5 reasons.
- So don’t miss the train. Get on the bandwagon! Newspaper Websites deliver and that’s what we call … LOCALMOTION!
- Read slide: