The Local-Vocal-Mobile Connection: Why Mobile is the new Local - Purna Virji- PubCon 2016
The Local Connection (Presented)
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Transcript of The Local Connection (Presented)
WE ARE LOCAL MEDIA
LOCAL MEDIA: THREE KEY BENEFITS
Source: Future Foundation
THE INCREASING IMPORTANCE OF LOCAL
Source: IPA Touchpoints 4
A TRUSTED ENVIRONMENT LIKE NO OTHER
Source: IPA Touchpoints 4
A TRUSTED ENVIRONMENT LIKE NO OTHER
Source: IPA Touchpoints 4
A TRUSTED ENVIRONMENT LIKE NO OTHER
Source: IPA Touchpoints 4
A TRUSTED ENVIRONMENT LIKE NO OTHER
Source: IPA Touchpoints 4
A TRUSTED ENVIRONMENT LIKE NO OTHER
Source: IPA Touchpoints 4
A TRUSTED ENVIRONMENT LIKE NO OTHER
Source: Newspaper Society – Loving Local Survey
PROVIDES INHERENT AFFINITY
Source: Newspaper Society – Loving Local Survey
PROVIDES INHERENT AFFINITY
Source: Newspaper Society – Loving Local Survey
A MORE RECEPTIVE AUDIENCE
Source: Newspaper Society – Loving Local Survey
INFLUENCES DECISION MAKING
LOCAL MEDIA: THREE KEY BENEFITS
Source: IPA Touchpoints 4 Expanded Hub. Base: AIR for newspapers, weekly reach for other media. Local excludes London papers/ Daily Record/Metro.
LOCAL MEDIA LEADS THE CONVERSATION
Source: Newspaper Society – Loving Local Survey
DRIVES ACTION
Source: Newspaper Society – Loving Local Survey
DRIVES ACTION
LOCAL MEDIA: THREE KEY BENEFITS
Source: Rural Innovation Report
RURAL READERSRurally basedCountry pursuitsOrganic food preferencesLocal suppliers
4 AUDIENCE CLUSTERS
Source: Rural Innovation Report
RURAL READERSRurally basedCountry pursuitsOrganic food preferencesLocal suppliers
SUBURBAN BOOMERSFamily householdProud home ownersVery industriousValue independentFinancially stable
4 AUDIENCE CLUSTERS
Source: Rural Innovation Report
RURAL READERSRurally basedCountry pursuitsOrganic food preferencesLocal suppliers
SUBURBAN BOOMERSFamily householdProud home ownersVery industriousValue independentFinancially stable
THRIFTY 50SScattered neighbourhoodsPrice drivenCareful with moneyHoliday in the UKApproaching retirement
4 AUDIENCE CLUSTERS
Source: Rural Innovation Report
RURAL READERSRurally basedCountry pursuitsOrganic food preferencesLocal suppliers
SUBURBAN BOOMERSFamily householdProud home ownersVery industriousValue independentFinancially stable
THRIFTY 50SScattered neighbourhoodsPrice drivenCareful with moneyHoliday in the UKApproaching retirement
CITY DWELLERSEstablished big town/citiesYounger audience basePopulation is quite transientHigh take up of technology
4 AUDIENCE CLUSTERS
BESPOKE CREATIVE FOR EACH LOCALITY
OUR VISION
OUR VISION
OUR VISION
OUR VISION
AUDIENCE CONTENT CREATORS MEDIA CONSUMPTION
10m
11m
20m
8m
10%
90%
75%
25%
10%
90%
50%50%
DIGITALPRINT DIGITALPRINTUSERSJOURNALISTS
OUR VISION
THREE KEY BENEFITS
