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Reach Non-Subscribers Effectively?
NTMC ConferenceFebruary 10, 2011
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“There’s Gold in Them Thar Zip CODES!”
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The number of media options today is growing exponentially…
The preferred media for news is quickly moving to a digital/mobile platform…
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here
44% of Adults got
their newsYesterday
(Pew research) 2010
Only 31% here
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The world is now literally atour fingertips
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…
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Digital migration reality…
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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
Internet banner44%
Internet search-engine20%
TV14%
Radio 7%
Newspaper6%
None of these9%
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AdWeek Media/Harris poll
Why…??
Ad versioning
HabitUser
experienceEngagement
Privacy concerns
Most ignored
adsDemographics
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NOT something we often hear from consumers
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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%)
So how do we reach the gold…?
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Give consumers the ads they want, and make sure they want ‘em…
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• 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!
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
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“Print+” Digital Integration is key
•How can newspapers win?
Benefits:Complementary strategy
Connected messagingEffective targeting
Day part managementMassive, desirable
audience
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Why is all this so important??
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Circulation
Trends
Non-Working Media Costs
PerceptionsMetrics
Digital Migratio
n Factors Influencin
g Advertiser
s
Not to mention this…
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•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 advertisers
Give ‘em what they want
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Missing the boat is not an option.NSA Media
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