Reach Non-Subscribers Effectively? NTMC Conference February 10, 2011 NSA Media “There’s Gold in...
Transcript of Reach Non-Subscribers Effectively? NTMC Conference February 10, 2011 NSA Media “There’s Gold in...
![Page 1: Reach Non-Subscribers Effectively? NTMC Conference February 10, 2011 NSA Media “There’s Gold in Them Thar Zip CODES!”](https://reader036.fdocuments.in/reader036/viewer/2022062802/56649e985503460f94b9b61f/html5/thumbnails/1.jpg)
Reach Non-Subscribers Effectively?
NTMC ConferenceFebruary 10, 2011
NSA Media
“There’s Gold in Them Thar Zip CODES!”
![Page 2: Reach Non-Subscribers Effectively? NTMC Conference February 10, 2011 NSA Media “There’s Gold in Them Thar Zip CODES!”](https://reader036.fdocuments.in/reader036/viewer/2022062802/56649e985503460f94b9b61f/html5/thumbnails/2.jpg)
NSA Media
The number of media options today is growing exponentially…
![Page 3: Reach Non-Subscribers Effectively? NTMC Conference February 10, 2011 NSA Media “There’s Gold in Them Thar Zip CODES!”](https://reader036.fdocuments.in/reader036/viewer/2022062802/56649e985503460f94b9b61f/html5/thumbnails/3.jpg)
The preferred media for news is quickly moving to a digital/mobile platform…
NSA Media
here
44% of Adults got
their newsYesterday
(Pew research) 2010
Only 31% here
![Page 4: Reach Non-Subscribers Effectively? NTMC Conference February 10, 2011 NSA Media “There’s Gold in Them Thar Zip CODES!”](https://reader036.fdocuments.in/reader036/viewer/2022062802/56649e985503460f94b9b61f/html5/thumbnails/4.jpg)
NSA Media
The world is now literally atour fingertips
![Page 5: Reach Non-Subscribers Effectively? NTMC Conference February 10, 2011 NSA Media “There’s Gold in Them Thar Zip CODES!”](https://reader036.fdocuments.in/reader036/viewer/2022062802/56649e985503460f94b9b61f/html5/thumbnails/5.jpg)
Creating challenges for advertisers…
•The current media landscape is
perplexing.
•The number of choices is seemingly endless.
• And just like you, they are
finding it a challenge to drive sales with digital…
NSA Media
![Page 6: Reach Non-Subscribers Effectively? NTMC Conference February 10, 2011 NSA Media “There’s Gold in Them Thar Zip CODES!”](https://reader036.fdocuments.in/reader036/viewer/2022062802/56649e985503460f94b9b61f/html5/thumbnails/6.jpg)
Digital migration reality…
NSA MediaNSA Media
Fact: Consumers have embraced digital sources for news/ entertainment content much faster than they have for advertising content.
“Platforms on which people least like to see advertising are the ones they are adopting fastest: Mobile (63% dislike or strongly dislike); email (57%); and social (44%)” – AdAge/Ipsos Jan. 2011
![Page 7: Reach Non-Subscribers Effectively? NTMC Conference February 10, 2011 NSA Media “There’s Gold in Them Thar Zip CODES!”](https://reader036.fdocuments.in/reader036/viewer/2022062802/56649e985503460f94b9b61f/html5/thumbnails/7.jpg)
Internet banner44%
Internet search-engine20%
TV14%
Radio 7%
Newspaper6%
None of these9%
NSA MediaNSA Media
AdWeek Media/Harris poll
Why…??
Ad versioning
Habit
User experience
Engagement
Privacy concerns
Most ignored
adsDemographics
![Page 8: Reach Non-Subscribers Effectively? NTMC Conference February 10, 2011 NSA Media “There’s Gold in Them Thar Zip CODES!”](https://reader036.fdocuments.in/reader036/viewer/2022062802/56649e985503460f94b9b61f/html5/thumbnails/8.jpg)
NSA MediaNSA Media
NOT something we often hear from consumers
![Page 9: Reach Non-Subscribers Effectively? NTMC Conference February 10, 2011 NSA Media “There’s Gold in Them Thar Zip CODES!”](https://reader036.fdocuments.in/reader036/viewer/2022062802/56649e985503460f94b9b61f/html5/thumbnails/9.jpg)
NSA MediaNSA Media
Yet we know that consumers still engage with newspaper ads, especially preprints.
• Viewed as “Content”
•And they drive traffic to stores…
• #3 most read section on Sunday (52%)
![Page 10: Reach Non-Subscribers Effectively? NTMC Conference February 10, 2011 NSA Media “There’s Gold in Them Thar Zip CODES!”](https://reader036.fdocuments.in/reader036/viewer/2022062802/56649e985503460f94b9b61f/html5/thumbnails/10.jpg)
So how do we reach the gold…?
NSA MediaNSA Media
![Page 11: Reach Non-Subscribers Effectively? NTMC Conference February 10, 2011 NSA Media “There’s Gold in Them Thar Zip CODES!”](https://reader036.fdocuments.in/reader036/viewer/2022062802/56649e985503460f94b9b61f/html5/thumbnails/11.jpg)
Give consumers the ads they want, and make sure they want ‘em…
NSA MediaNSA Media
• Declining circulation = Lost value• Newspapers still have the logistics in place• Relevance Engagement Response• Opt-in is the “New Paid”
Sunday Select – Wanamaker’s Nirvana…
Finally!
![Page 12: Reach Non-Subscribers Effectively? NTMC Conference February 10, 2011 NSA Media “There’s Gold in Them Thar Zip CODES!”](https://reader036.fdocuments.in/reader036/viewer/2022062802/56649e985503460f94b9b61f/html5/thumbnails/12.jpg)
But that’s clearly not enough…
• Digital media is embedded in modern society
•Media fragmentation is a reality•Consumers are in control•All channels can deliver a valuable audience•The right mix is critical
NSA Media
![Page 13: Reach Non-Subscribers Effectively? NTMC Conference February 10, 2011 NSA Media “There’s Gold in Them Thar Zip CODES!”](https://reader036.fdocuments.in/reader036/viewer/2022062802/56649e985503460f94b9b61f/html5/thumbnails/13.jpg)
“Print+” Digital Integration is key
•How can newspapers win?
Benefits:Complementary strategy
Connected messagingEffective targeting
Day part managementMassive, desirable
audience
NSA Media
![Page 14: Reach Non-Subscribers Effectively? NTMC Conference February 10, 2011 NSA Media “There’s Gold in Them Thar Zip CODES!”](https://reader036.fdocuments.in/reader036/viewer/2022062802/56649e985503460f94b9b61f/html5/thumbnails/14.jpg)
Why is all this so important??
NSA MediaNSA Media
Circulation Trends
Non-Working Media Costs
PerceptionsMetrics
Digital Migration
Factors Influencin
g Advertiser
s
![Page 15: Reach Non-Subscribers Effectively? NTMC Conference February 10, 2011 NSA Media “There’s Gold in Them Thar Zip CODES!”](https://reader036.fdocuments.in/reader036/viewer/2022062802/56649e985503460f94b9b61f/html5/thumbnails/15.jpg)
Not to mention this…
NSA MediaNSA Media
![Page 16: Reach Non-Subscribers Effectively? NTMC Conference February 10, 2011 NSA Media “There’s Gold in Them Thar Zip CODES!”](https://reader036.fdocuments.in/reader036/viewer/2022062802/56649e985503460f94b9b61f/html5/thumbnails/16.jpg)
•Things to be doing . . .
• Help us find the GOLD in each zip code
• Emphasize Quality over quantity
• Deliver Customers, not just an audience
• Emphasize Opt-in to boost engagement
• Develop Print-specific and Integrated programs, that improve ROAI
• Remember who pays the bills… your advertisersGive ‘em what they want
NSA Media
![Page 17: Reach Non-Subscribers Effectively? NTMC Conference February 10, 2011 NSA Media “There’s Gold in Them Thar Zip CODES!”](https://reader036.fdocuments.in/reader036/viewer/2022062802/56649e985503460f94b9b61f/html5/thumbnails/17.jpg)
Missing the boat is not an option.
NSA Media
![Page 18: Reach Non-Subscribers Effectively? NTMC Conference February 10, 2011 NSA Media “There’s Gold in Them Thar Zip CODES!”](https://reader036.fdocuments.in/reader036/viewer/2022062802/56649e985503460f94b9b61f/html5/thumbnails/18.jpg)
Thank You
Dave GussePresident
Alliance Media
NSA Media