NEWSPAPERS

Powerful Beyond Measures

Reader Behavior Readership / Circulation Political Coupon Usage The Localist Marketing Ideas

AMONG AFFLUENT AMERICANS

Print Media is Tops

Throughout 2011, we have used our Mendelsohn Affluent Barometer to track new traditional media use among American Affluents. This monthly survey consists of more than 1,000 online interviews with respondents making at least $100,000 in annual household income in other words, the 20% of Americans that account for about 60% of U.S. income and approximately 70% of U.S. net worth. The survey was conducted between March and May 2011.

Newspapers Show the Greatest Amount of Experimentation

88% read magazines in print, followed by 35% who read them online. Newspapers show the greatest amount of experimentation 70% read newspapers in print, followed relatively closely by 54% who read them online. 24% view video content on TV, followed by 35% who do so on computers. 23% read websites on computers, followed by 38% who do so on smartphones.

80% OF NEWSPAPER READERS are looking at the ads

NEWSPAPER ADS
are Twice as Credible as Ads Placed on TV

TELLING THE WHOLE STORY

Analysis Supports Readership as Key Metric for Planning and Buying Newspaper Advertising.
An Analysis by Scarborough Research and Newspaper National Network LP April 2010

DEMOGRAPHICS OF NEWSPAPER READERS

Newspapers continue to provide the affluent and educated audiences that many advertisers want to reach. For example, in the top 25 DMAs:
The median household income for daily newspaper readers is $72,300 which is 12% higher than the overall median of $64,500 Daily newspaper readers are 16% more likely than all adults to be college graduates
Daily newspaper readers are 11% more likely than all adults to be home owners.

DEMOGRAPHICS OF NEWSPAPER READERS

Financial services, travel and other industries seeking to connect with an educated, upscale audience can leverage newspapers to do so.

THE RELATIONSHIP
Between Readership and Circulation
Advertisers have long accepted audience information for buying electronic media and magazines, but they have not fully embraced readership for newspapers, said Gary Meo, senior vice president, print and digital media services, Scarborough Research. This analysis shows that readership is key for buying newspaper advertising, not only because it correlates with circulation, but because readership provides the qualitative dimension of the newspaper audience demographics, shopping and purchasing behavior, and lifestyles that buyers need to make informed decisions. Newspaper publisher cuts in circulation have not led to commensurate declines in readership. said Jason E. Klein, President & CEO of Newspaper National Network LP. The Scarborough Research/NNN analysis shows that, in fact, newspaper circulation is operating more efficiently, with fewer printed papers needed to reach a comparable number of readers. In addition, digital formats are enabling newspapers to reach a growing audience.

THE RELATIONSHIP
Between Readership and Circulation

READERS-PER-COPY TRENDS
The case for readership is further bolstered when Readers-Per-Copy trends are considered. Among the daily printed newspapers included in this analysis, Readers-Per-Copy, increased over the past 3 years by an average of 7.5%. In 2007, an average of 3.07 adults read a copy of a printed newspaper, versus 3.30 adults in 2009. Higher rates of pass-along readership indicate that an average unit of newspaper circulation is generating more readers.

Readers-Per-Copy is especially important as newspapers compete for their share of a brands media budget, particularly among national advertisers, said Mr. Meo. More people are reading each printed copy, further enhancing the value of the newspaper as an advertising medium, and increasing exposure for advertisers.

WHY NEWSPAPER ADVERTISING STILL MATTERS

Convinced that fewer and fewer voters are turning to newspapers? Think again.
For instance, take a look at the givens in this years political landscape. Young voters are increasingly turning to the Internet for campaign news, right? Wrong. But at least Twitter and Facebook play big roles when it comes to getting campaign information, right? Wrong. And nobody but senior citizens gets their news from newspapers anymore, right?

WRONG.WRONG.WRONG.

FACTS FROM THE PEW RESEARCH CENTER FOR THE PEOPLE & THE PRESS
18-29 years olds who get their campaign news online declined from 42% in 2008 to just 29% today. Under 30s were only 18% of total voters in 2008 70% of Americans 65+ voted in the last major election. 60% of Americans 45-64 also voted in the last major election. A whopping 80% of voters 35 and older are regular readers of newspapers in print & online. Among young voters who use smartphones for campaign news, 62% go to newspaper sources.

Released February 2012

LETTER OF APPRECIATION TO THE ZACHARY PLAINSMAN NEWS

To whom it may concern: My name is Rick Ward and I am a newly elected Louisiana Senator for District 17. This letter is in regards to my campaign for the state senate. Political elections are an expensive undertaking. Before my campaign could generate the amount of money needed to hire an ad agency to help with ad design and placement, I decided to shop around for prices to see what I could afford. What I found was an advertising manager who had not only affordable rates but the experience and expertise needed to execute a successful print advertising strategy. I was more than pleased with the ad design layout Advertising Manager Wendy Pate carefully helped me create. In addition, she patiently assisted me with ad placement in several Louisiana State Newspapers. When my campaign did begin generating enough money to hire an ad agency, I knew I needed to look no further than Wendys advertising staff at the Zachary Plainsman-News. I feel as though the Zachary-Plainsman news fulfilled all of my advertising needs at prices even a political newcomer could afford. I contribute part of my success to the Zachary Plainsman-News advertising staff. Louisiana State Senator Rick Ward

 2002 Elections - $35 Million in Political Ad Sales 2010 Elections - $300 Million in Political Ad Sales

COUPON TRENDS
Consumers received $4.6 Billion in coupon savings in 2011. $500 million more than in 2010. This is a 12.2% increase in one year.
Source: Annual Topline U.S. Consumer Package Goods Coupon Facts Report for year-end 2011

JCPenny

http://today.msnbc.msn.com/id/26184891/ vp/47887375 - 47887375

COUPON TRENDS
80.6% Used Coupons Regularly (up 17% from pre-recession levels) 91% plan a shopping list with coupons before going to the store 64% regularly search the internet for coupons Total quantity of digital coupons does not yet exceed 1% of all coupons distributed in the U.S.

Source: Annual Topline U.S. Consumer Package Goods Coupon Facts Report for year-end 2011

WHO IS THE LOCALIST

Avid Consumers of Local News and Information:

Male/Female 48/52

Median Age 44 71% College Educated

Source: 2010 The Localist Study, conducted by The Nielson Company for NNN

WHY LOCALISTS?
There are growing movements to think global, act local, buy local and to connect with the people and places we physically interact with. Despite being in the full throws of the information age, the truly local provides a profound connection to consumers.
Home is where the heart, and the wallet is Advertising in local media especially in print news is considered highly credible and sought after

Source: 2010 The Localist Study, conducted by The Nielson Company for NNN

MARKETING IDEAS FOR NEWSPAPERS

Real Readers Contests and Freebies Go Outside One-to-One Advertising Use Those Coupons School Involvement University Subscriptions More, More, More

RURAL READERS
Ways to Market Your Newspaper recommends using real readers for in-house newspaper ads marketing the ways local residents use their trusted newspaper. For example, a real estate agent could be featured alongside a description of how her recent newspaper ad helped her close additional sales last month. Or a father could be featured with his children alongside a description of how the newspapers event calendar helps him locate fun activities to enjoy with his family. This marketing strategy has the appeal of being real and readers may even develop the habit of examining new ads to identify familiar faces.

CONTESTS AND FREEBIES

Pairing contests with free copies of the newspaper is another useful marketing idea. Solicit current advisers to sponsor contests for readers, providing ample recognition of their efforts in materials related to the content, including contest guidelines printed in the newspaper and their logos featured on the contest webpage of your company site. Boost readership by soliciting essay submissions. For example, true courtship stories near Valentines Day or scary stories submitted near Halloween. By publishing the stories on random days before the holiday people will be encouraged to buy newspapers. Winners can receive free subscriptions for a certain period of time.

GO OUTSIDE
Newspapers can market themselves by stepping outside the business world and extending a goodwill gesture to the community with effects that resonate back to the office. For example, Kim Gordon, writing for Entrepreneur.com in an article entitled, Fresh Ideas for Innovative Marketing, recommends purchasing the naming rights of a community hiking trail. Other ideas might include sponsoring a park bench, local beach or scenic viewpoint. Periodically, publish a newspaper story about your adopted location, such as its history or ecological challenges.

ONE-TO-ONE ADVERTISING
Fine notes that newspaper ad revenues dropped drastically in 2008 and 2009 with classified advertising taking an especially hard hit 30 percent in 2008 because of the emergence of online classified advertising. One advertising idea for newspaper publishers is to make advertising more of a personal experience for existing and potential clients. Door-todoor campaigns and sit-down meetings with businesses to talk about the importance of investigative journalism and a newspapers broad advertising platform is an example of one-to-one advertising. While this might be time-intensive, it might help forge lasting relationships with clients.

USE THOSE COUPONS!

They are being used for everything from A to Z, why not for your newspaper? Have a coupon printed in your newspaper with .25 cents off your daily newspaper and .50 cents off your Sunday newspaper. List the businesses where the coupons can be redeemed. Not only will you sell more papers but your business owners will appreciate the free advertisement.

PAINT RACKS SCHOOL COLORS OR USE VINYLS

Locate the rack near the Main Office in each school. The driver places the page with the schools news/sports in the front window of the rack. What a great extension to your NIE program.

UNIVERSITY SUBSCRIPTIONS
If you have a university or college in your city send out a mailer to all the alumni for a special subscription. By subscribing for the football/basketball season they will be assured of having all the news about their teams.

PETS, PETS & PETS

HOT-HOT-HOT Look alike Contest reader involvement Cutest Pet Contest Weekly Pet Sightings Sponsored Weekly Tips

PARTNER WITH SCHOOLS

If you partner with your local school newspaper you have a great opportunity. Print & Insert the schools paper in your product. Zone the school publication around the schools. Parents & relatives make a great audience. Sponsors Get the kids involved

IDEAS FROM THE NEWSROOM

Newsrooms need to take their new ideas to their Ad Departments All they need to do is ask them Can You Sell This?

PROMOTE YOURSELF
House ads those creative shape ads we all want to sell Promote your Clients Promote your successes Place your house ads in spots you want to sellexample: watermarks Dont forget your Special Sections

PACKAGE PRICING
Not just selling bundles How much a month? Lagniappe

Jessicas Daily Affirmation