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Newspaper valueproposition
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Transcript of Newspaper valueproposition
![Page 1: Newspaper valueproposition](https://reader030.fdocuments.in/reader030/viewer/2022032700/55d5369fbb61eb71088b45ef/html5/thumbnails/1.jpg)
The Value of Newspaper Media
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It Begins With You
What are your challenges?
What are your opportunities?
How can we help?
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Today’s Challenges: A Perfect Storm
Channel proliferation
Importance of word-of-mouth
Audience fragmentation Intense accountability
Ad avoidance Blinding clutter
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Today’s Challenges: Channel Proliferation
From 3 TV networks to 100+ channels
From 18,000 to 45,000 magazine titles
From 18 to 40+ local radio stations
From 0 to 20+ million internet sites
From 3 TV networks to 100+ channels
From 18,000 to 45,000 magazine titles
From 18 to 40+ local radio stations
From 0 to 20+ million internet sites
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Today’s Challenges: An Opt-Out World
Channel surfingCommercial-free programming
(i.e., HBO, PBS)
DVRsVideo-on-demand
Satellite radioNational “Do Not Call” listWeb-firewalls and blockers
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“I need engagement! I need ROI! I need Impact! I have no budget!”
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Charting a New Course
• Engage consumers when and where they are actively seeking advertising
• Leverage the viral power of word-of-mouth
• Influence people at the moment of decision
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The Value of Newspaper Media:
Opt-In Advertising
Where the advertising is a destination, not a distraction.
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Don’t Just Take Our Word For It
MORIHow America Shops & Spends 2005
Power User 2004
Yankelovich Research 2004
MRI Spring 2005
Scarborough ResearchEngagement Study 2006
The Media Audit 2005
Nielsen/NetRatings 2005
Nielsen/NetRatings 2006
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Ads are an integral and desired part of the content
of newspaper media
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“When I want a new car, I sit and wait for a car commercial on TV!”
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Newspaper Media Is Accessible Where And When The Consumer
Wants
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Reaching ConsumersWhen 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
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Newspaper Website Visitors
• In March 2006, newspaper website visits reached an all time high of 57 million users.
• 33% increase over the same time last year.
• 38% of all active internet users visited newspaper websites in March 2006.
Source: Nielsen//NetRatings, Q1 2006
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Profile of an Online Newspaper User
– 91 percent recently shopped
online
– 89 percent recently bought
online
– 71 percent are online daily
@ work
– 64 percent recently checked
classifieds online
– 68 percent have home
broadband
Mean Age: 3952% College Educated
HH Income: $73,000
Hours Online/Week: 19
How America Shops & Spends, MORI Research 2005
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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 %
Percent* Increase in 25-34 Demographic
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
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Charting a New Course
Engage consumers when and where they are actively seeking advertising
• Leverage the viral power of word-of-mouth
• Influence people at the moment of decision
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Advocates In Action
Talk to family/ friends about items in the paper* 60%
Show circulars/flyers to family/friends** 75%
Give circulars/flyers to family/friends** 68%
Scarborough Research, Engagement Study 2006
*Respondents who read one or more newspapers in last 7 days)**Respondents familiar with ad circulars or flyers
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“How do I become an influential?”
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Charting a New Course
Engage consumers when and where they are actively seeking advertising
Leverage the viral power of word-of-mouth
• Influence people at the moment of decision
![Page 33: Newspaper valueproposition](https://reader030.fdocuments.in/reader030/viewer/2022032700/55d5369fbb61eb71088b45ef/html5/thumbnails/33.jpg)
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MORI Research 2005 “How America Shops & Spends”
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Finding:
Almost one-third of “non-readers”
actually used the newspaper in
some way in the past 7 days!
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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?”
"Non-Readers" Usage of Newspaper in past week (%)Checked sales in local stores 25Compare prices for an item 16Read a cartoon or comic strip 14Use a coupon 13Check weather forecast 12Used a classified ad 12Check sport scores 10Check horoscope 9Checked local TV listings 9Check movie listings 8Check local entertainment options such as concert/show 7Check stock prices 5Use a recipe 4
Net = 32%
Scarborough Research 2006 Engagement Study
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Readers + Users
The Printed Newspaper
All Adults, Past 7 Days
Readers 75%
“Users” 8%
Total 83%
Not included:
only using newspaper websites
only reading specialized publications
Scarborough Research 2006 Engagement Study
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Cases In Point• Newspaper Advertising improves awareness of fast
food product launch 28% vs. TV alone.• Store traffic increases for furniture retailer by 16%
after newspaper campaign. Awareness increased to 54% vs. 39% for Direct mail.
• CPG advertiser improves sales results after newspaper campaign by 15%
• Shoe retailer sees 33% lift in shopping rate with newspaper program.
• Telecom sees loyalty churn reduced by double digits after newspaper campaign.
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Specialty Store ROP Test
• 8, 1/2 page color ads over 6 weeks (Jul/Aug/Sept ‘05).
• 22% more new customers in the ad stores during the test than in control stores.
• 44% more units sold and 44% higher average $ sale in ad stores
– 2.6 units per transaction for ad aware customers vs 1.8 for other customers.
– $98.00 average sale for ad-aware customers vs $68.00 average sale for other customers.
• No drain in overall margin as a result of offers.
– $1.00 higher average retail price per unit for ad-aware customers.
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Charting a New Course
Engage consumers when and where they are actively seeking advertising
Leverage the viral power of word-of-mouth
Influence people at the moment of decision
![Page 43: Newspaper valueproposition](https://reader030.fdocuments.in/reader030/viewer/2022032700/55d5369fbb61eb71088b45ef/html5/thumbnails/43.jpg)
The Value of Newspaper Media:
Opt-In Advertising
Where the advertising is a destination, not a distraction.