The document discusses the shift in reader and advertiser preferences from print to mobile. It notes that smartphone and tablet ownership is widespread, with mobile users being younger, more educated, ethnically diverse, and higher income than print readers. Advertising budgets are also shifting significantly to digital and mobile formats, with mobile becoming the fastest growing segment. The document argues that publishers can leverage their existing print brands and content on mobile to engage readers and capture advertising dollars as audiences and budgets continue migrating to mobile. It encourages assessing plans to benefit from the mobile shift, how to capture local mobile ad budgets, and having publications available via app.

1. Grow your mobile brand while maintaining
your financial strength
Leverage your print content NOW!
By Jeff Kost
May 20, 2014

2. Agenda
• Shift in Reader preferences to mobile content
• Shift in ad budgets to mobile from print
• Leveraging print brand to win on mobile
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3. A SHIFT IN READER PREFERENCES
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4. Everyone has a smartphone …
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5. Apple and Android have 90% share
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6. Tablet ownership is not far behind
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7. Users are spending more time on Mobile
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8. Mobile user demographics are highly desirable
• They are young
• They are educated
• They are of various ethnicities
• They make good money
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9. They are YOUNG
The median age of an adult newspaper mobile user is
17 years younger than the print reader. (NAA)
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10. They are Educated
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11. They are ethnically diverse
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12. They make good money
Highest penetration among those earning over $100k/year.
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13. Smartphone & Tablet Owners Read More!
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14. Reading news is an important activity on mobile
devices
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15. … and they are likely to read news on mobile devices!
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16. WHY ADVERTISERS ARE SHIFTING
AD DOLLARS TO MOBILE
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17. Advertising budget is shifting to digital
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18. Shift in US Total Media Ad Spending
US Total Media Ad Spending, by Media, 2011-2017
Billions
2011 2012 2013 2014 2015 2016 2017
TV $60.7 $64.5 $66.4 $68.5 $70.0 $73.1 $75.3
Digital $32.0 $36.8 $42.3 $47.6 $52.5 $57.3 $61.4
-Mobile $1.6 $4.4 $8.5 $13.1 $18.6 $24.7 $31.1
Print $35.8 $34.1 $32.9 $33.2 $31.6 $31.3 $31.2
-Newspapers* $20.7 $18.9 $17.8 $17.1 $16.6 $16.2 $16.1
-Magazines* $15.2 $15.2 $15.1 $15.1 $15.1 $15.1 $15.2
Radio** $15.2 $15.4 $15.6 $15.9 $16.0 $16.0 $16.1
Outdoor $6.4 $6.7 $7.0 $7.2 $7.4 $7.6 $7.8
Directories* $8.2 $7.5 $6.9 $6.4 $5.9 $5.5 $5.3
Total $158.3 $165.0 $171.0 $177.8 $183.4 $190.9 $197.0
Note: eMarketer benchmarks its US newspapers ad spending projections against the NAA, for which the last full year measured was 2012, and its
US outdoor ad spending projections against the OAAA, for which the last full year measured was 2011; numbers may not add up to total due to
rounding; *print only; ** excludes off-air radio & digital
Source: eMarketer, Aug 2013
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Mobile is the fastest growing ad spend category

19. Not just mobile ad spend, local mobile ad spend!
In 2017, local mobile ad spend will surpass national advertising
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20. Who is spending on digital?
• Retail
• Financial Services
• Automotive
The top clients of local news publication advertising
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21. Mobile delivers twice the benefits …
Mobile enables advertisers to use Video and Print advertising
content to reach, engage and measure targeted audience.
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Consumer
ATL
Above The Line
BTL
Below The Line
- Radio, TV
- Print
- Outdoor
- Telemarketing
- Direct Mail
- Banner Ads
- Awareness
- Reach
- Targeted
- Measurable
- Mobile

22. Mobile marketing is more effective
http://www.mobilemarketer.com/cms/news/advertising/17673.html
“We continue to drive marketing effectiveness
and productivity through an optimized media
mix with more digital mobile search and social
presence, improved message clarity and
greater non-advertising marketing efficiency,”
Mr. Moeller , CFO, Procter & Gamble.
is the world’s largest advertiser
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23. Mobile ads are very engaging
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24. Mobile ads are more engaging
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25. LEVERAGE YOUR PRINT BRAND TO
WIN ON MOBILE
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26. You are not too late, yet
Mobile advertising is growing rapidly
http://www.marketing-more-effective.com/2013/01/25/4-slides-for-trends/ 26

27. Mobile devices are increasing news consumption
Mobile Boosts Digital Newspaper Audience 27%
Source: SenseMaker Report by the Newspaper Association of America, 10-13 27

28. Strong brands with solid reputation matter
The U.S. audience still turns to the legacy newspapers for news
… journalism.org
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29. Readers use apps to read news on mobile
28% use smartphone apps, 23% use tablet apps
… PEW Research
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30. Print content and design can be leveraged
When getting news through apps, young people prefer a print-like
experience over one with high-tech or multi-media features
… journalism.org
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32. To Summarize…
• Reader preferences continue to shift towards mobile
news consumption
– What is your plan to benefit from this shift?
• Advertisers are shifting budgets to local mobile ads
– How are you capturing your share of their budget?
• You can leverage your print brand to win on mobile
– When will your publication be available via app?
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33. THANK YOU
Jeff Kost – jeff.kost@zoomifier.com
Charlie Pankey – charlie.pankey@zoomifier.com
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