value digital newspaper
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It Begins With You
What are your challenges?
What are your opportunities?
How can we help?
Channel Proliferation =
Audience Fragmentation
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 50+ 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 50+ million internet sites
Managing Choices
• 20,200 Sites forDog Yarlmulkes
• 85,100,000 listingsNew York Weather
50 Million Websites!Which ones are the best for you?
• What content is your audience most interested in?
• What media brand does your audience trust?• Where can you connect with your audience’s
daily life? • Where can you move your audience to action?
CommunityConnection
ContentRelevance
Customized Targeting/Messaging
Consumer Activation
Our Value Proposition
CommunityConnection
Our Value Proposition
All Business Is Local
"Successful brands are ones that have been able to turn the local market place into the local marketing place.”
- AllAboutBranding.com
Our Advantage: A Triple Threat
+ +Local newspaper
brands, local content & local audience
(nobody else has all three)
Most creative adjacency to best locally produced
content on the Web
Ability to deliver message at the
center of the local community
conversation
Accelerating Growth
Source: Nielsen Net//Ratings
• Unique visitors to newspaper web sites totaled 63.1 million in December ’07 – 12.6% increase over the same period last year
• Page views increased by 7% in the last quarter of 2007 over the same period last year
• 40% of all active internet users visited newspaper websites in October 2007
Audience Growing At Twice the Rate of The Internet
2.7
5.3
0
1
2
3
4
5
6
Q1 2007 InternetGrowth
Q1 2007 NewspaperWeb Site Growth
Source: //NetRatings NetView Custom Analysis 2007
Percent Growth In Unique Visitors, Q1 06 to Q1 07
Newspapers Own The # 1 Local Website in 24 of Top 25 Markets
Top Local Sites In Top 10 Markets: November 2006• New York – NYTimes.com, NJ.com Newsday.com• Los Angeles –LATimes.com• Chicago – ChicagoTribune.Com• Philadelphia – Philly.com• Boston – Boston.com• San Francisco – SFGATE.com, MercuryNews.com• Dallas – DallasNews.com • Washington DC – WashingtonPost.com• Atlanta – AJC.com• Houston – HoustonChronicle.com
Source: comScore data Age 2+ November 2006
We’re Attracting New Partners
News Content Accessed Several Times Monthly
Base: Online respondents; Telephone respondents who did not visit a NP Web site in the past 6 months
NP site visitors use the Internet in general for various types of local information.
NAA/MORI Power Users Study, 2006
Sources Used for Local News & Info Past 6 Mos.
Base: Online respondents who got local news online in past 6 months; Telephone non-NP Web site users who got local news online in past 6 months
NA
NAA/MORI Power Users Study, 2006
Community Connection:Blog Traffic up 200%
US Unique Visitors to the Top 10 Online Newspaper Blog Pages, December 2005 and December 2006 (thousands and % change)
2005 2006 % Change
Top 10 Online Newspapers 27,371 29,940 9%
1, 217 3,776 210%Blog Pages within top 10 Online Newspapers
Note: from home and work locationsSource: Nielsen/Net Ratings, January 2007
CommunityConnection
ContentRelevance
Our Value Proposition
“As consumers become more sophisticated in navigating the Web, they are turning to trusted sources of news and information, like newspapers, instead of content aggregators or portals.”
- Shawn Riegsecker, President, Centro
“As this explosion of information follows, you will end up seeing a flight to quality and a relatively small number of sites which become the defining sites for information. Eventually people will say, "Enough is enough; there's too much crap out here." They'll want to see reputable brands emerge on the Internet.”
- Eric Schmidt, CEO, Google
63.6
66.3
44.9
47.8
64.7
27.3
69.4
0
20
40
60
80
100
120
140
Audie
nce
(M
illions)
Yahoo! MSN AOL Local
True “Content” versus “Technologies/Applications/Mail”
True Content
Technologies/Apps/Mail
MediaMetrix 2006 comScore NetworkTime Period: December 2006
Content Matters
Content Site Audiences Have Higher Engagement
0%
10%
20%
30%
40%
50%
60%
High Affinity Would DefinitelyRecommend
Very Satisfiedwith Content
Content Site
Portal Channels
Source: OPA Audience Affinity Study, 2002
42%
49%47% 47%
56%
36%
Online Publishers Association
2007 2003 Change
Content 47% 34% +37%
Search 5% 3% +35%
Commerce 15% 16% -5%
Communications 33% 46% -28%
Internet Users Spend Nearly ½ Online Time Visiting Content
37% share increase in past 4 years
Online Publishers Association 2007
The Most Trusted News Source
Local Newspaper Media
BBC Reuters Media Center
MediaMetrix 2006 comScore Network Time Period: December 2006
Top Rated Sports Content
Access Entertainment Information OnlineNP site users are far more likely than any other online users to get leisure-related info
online
NAA/MORI Power Users Study, 2006
Advertisers Embracing Local Content
CommunityConnection
ContentRelevance
Customized Targeting/Messaging
Our Value Proposition
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
MORI Power Users Study 2006
Ad Targeting: Relevant
Messaging
Geography
Demographics
Content
Behavior
“Putting our shoe ads on Ilovewomensfeet.com is not my idea of contextual advertising.”
We Deliver Online Buying Power
FinancialMoney market acct (searched online) 170
Access brokerage account online 120
Applied for credit card online 114
AutomotiveAuto loan bought online 132
New vehicle bought in last 6 mo. 117
Two autos owned by HH 108
Tech Savvy/Power UsersFirst among friends to buy new gadgets 122
Research before major online purchase 130
Internet easiest way to shop 117
Entertainment & Leisure ActivitiesAttended pro sports event last 6 mo. 135
Bought movie tickets online last 6 mo. 128
Bought DVD/VHS movie online last 6 mo. 115
Travel16-20 business domestic plane trips 195
7+ international trips past 3 yrs. 137
7-10 personal domestic plane trips 138
1. ComScore AIM, Winter 2006
Index Index
Index Index
Index
Q2. In the past 12 months, in which of the following ways have you shared your opinion?
*Total = Crossover Readers + Newspaper Webbies Only in equal proportions
Newspaper Website Users, are more likely to self-describe as 'Influencers' who share their opinion with others.
A/D B/C/D – Statistically higher at 90% confidence level
47%
Influencers
Non-Influencers
Total Respondents: (1000) (500) (500) (501)
57%38% 31%
CD
D
Non-Newspaper
Website Users
D
Newspaper Web Only
C
Total*
A
Crossover Readers
B
Newspaper Website Users
D
Women Use Newspaper Websites
% Composition
Index All Online
Age 25 to 34 24% 136 116
35 to 44 24% 124 118
HH Income $75,000 + 49% 147 131
Education College Graduates
21% 154 132
Home Ownership
Home Value $300K +
33% 122 118
Scarborough Engagement 2005
Women More Likely to Shop Online
12%
14%
16%
23%
32%
Air or hotelreservations
Event tickets
Kids clothing
Cell phone
Furniture/homefurnishings
Scarborough Engagement 2005
Hispanics Use Newspaper Web Sites
% Composite
IndexAll
Online
35-44 Years of Age
25 111 101
Earn $75K +
43 194 164
Graduated College
16 242 184
Home Value300K +
31 151 143
Scarborough Engagement 2005
Men Use Newspaper Websites
% Composite
Index All Online
HH Income $75K + 59 142 127
Education College Graduate
23 156 134
Home Value
$300K + 39 130 119
Age 35-44 26 127 112
Scarborough Engagement 2005
We Deliver the At-Work Audience
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
Weekday Visitor Traffic by Hour
MORI 2006
CommunityConnection
ContentRelevance
Customized Targeting/Messaging
Consumer Activation
Our Value Proposition
Newspaper websites have credible advertising. Only store sites are similarly credited with believable ads.
A/B/C/D/E/F/G – Statistically higher at 90% confidence level Base: Website visitors
Q6. For each of these listed statements, please indicate which of the following types of websites you associate with that statement.
*Total = Crossover Readers + Newspaper Webbies Only in equal proportions
Websites’ image association with advertising content
Newspaper Website Users Non-Newspaper Website Users
Total Crossover Readers
Newspaper Webbies
Only
Social Network Websites
Special Interest
Websites
Search Engines/ Portals
Shopping/ Store
Websites
Average of Other Websites
% A
% B
% C
% D
% E
% F
% G
%
Have credible advertising 37 DEF 42 C-F 33 DEF 17 26 D 25 D 37 DEF 26
Have advertising I notice 35 40 CEF 30 34 31 32 44 AC-F 35
Have advertising that helps me choose what to buy 21 D 26 CD 16 13 24 CD 23 CD 46 A-F 27
Total Respondents: (1000) (500) (500) (185) (299) (351) (321)
*
Shopping Is A Local Experience
70% of U.S. households now use the Internet as an information source when shopping locally for products and services.¹
For every dollar spent online, consumers are influenced by the web to spend another $6 offline.²
1. Kelsey Group, March 2005
2. Jupiter Research, 2004
Newspapers speak directly to consumers where they live in a
contextually relevant environment
Newspapers speak directly to consumers where they live in a
contextually relevant environment
Newspaper Website Users Act On Ads
Implication: More Involved, More Engaged Readers with Advertising Information
Q.1 Which of these tasks or capabilities have you used on the Internet? Base: 710 Newspaper Site Visitors
Source: Scarborough 2007
Items Purchased After Shopping Online
Base: Online respondents; Telephone respondents who did not visit a NP Web site in the past 6 months
Purchased Online Purchased Offline
Past 6 Months
Online Newspapers Lift Ad Campaigns
Source:. Dynamic Logic MarketNorms database with NAA analysis,Q1 2006 data
8%-34% Increase inPurchase
Intent
Weather Widgets
•It gives users control to display weather from any valid zip code in US
•It automatically checks for and displays any severe weather alerts
•Up-to-date radar image displayed in most versions
•Sponsorship opportunity available as both a text link or graphic link
Newsletters: “Niche” Audiences
Mobile: Advertising Opportunities
Web BrowsingSponsor Content Channels: News,
Business, Sports, Travel
SMS*/Text MessagingAdvertiser branding for: News Alerts, Polls,
Quizzes and Promotions
*SMS: Short Message Services
Ad Types:
Data capture
Click to call
Store locator
Coupon
Contests
Sweepstakes
Trivia
Tune-in
PBP – On-Demand Text Alerts
•It gives users access to important, relevant and timely hurricane information
•It is easy to learn how to use
•Sponsorship opportunity integrated into message.
•PBP sold a sponsorship to Publix for $40k
Email: Advertising Opportunities
Leveraging the Power Of the Print/Online Package
Online and Offline Brands Complement Each Other% of consumers that agree with the following questions
70%
9%
0 20 40 60 80
Site and OfflineProperty
ComplementEach Other
Site and OfflineProperty
Compete forMy Attention
Online and Offline Brands work togetherto meet consumers’ needs
Source: OPA Online Multi-channel media brands – Attitude & Usage Study. Conducted in Partnership with: Frank N. Magid Associates, Inc.
Dual Users Outnumber Web Only UsersPenetration of local newspaper
(print and online)*
100% = 132 million adults** 100% = 87 million
34 66
63
11
26
Read local newspaperin print only
Read local newspaper online site
Read local newspaper both in print and on-line
* Those who read local newspaper in print or on-line in the last week** Adults 18+ on-line
Source: McKinsey Media and Entertainment News Survey, June 2006
Source:, MORI Research, Base: Online respondents
Reasons Use Newspaper Web Sites in Addition to Print
Newspaper & Website Readers are Extraordinarily Powerful
ConsumersTarget Heavy
NewspaperHeavy Newspaper & Heavy Internet
HHI: $75K+ 117 161
HHI: $150K+ 130 189
College Grad+ 123 180
Occupation: Management
155 171
Portfolio Value: $150K+
158 199
Source: MRI Doublebase, Base = U.S. Adults 18+ Note: Heavy media user = upper half percentile of usage of specific media
The Most Powerful Consumers Are Heavy Users of Newspapers and the Internet
Source: Newspaper National Network LP, 2006 MRI Doublebase, Base= Top 3 Market Adults 18+
HHI: $100K+ 166 162 147 128
HHI: $150K+ 188 169 148 130
Occupation: Management 173 167 166 135
3+ Domestic Trips 149 141 134 116
Uses financial planning/money mgmt services 147 127 120 107
Heavy Newspaper&
Heavy Internet
Target:Heavy Magazine
& Heavy Internet
Heavy Radio&
Heavy Internet
Heavy Total TV&
Heavy Internet
Brand Equity Extends Across Formats
% of consumers that agree with the following questions
0% 20% 40% 60% 80% 100%
More Reliable
MoreTrustworthy
OnlineOffline
Both Online And Offline No Difference
Source: Newspaper National Network, OPA Online Multi-channel media brands – Attitude & Usage Study.
Conducted in Partnership with: Frank N. Magid Associates, Inc.
Web Adds to Newspaper Reach In All Major Dayparts
0%
20%
40%
60%
80%
100%
Newspaper-Morning Newspaper-Noon Newspaper-Afternoon
Newspaper-Evening
44%
Reach for Newspapers + Web vs. Newspapers alone
Source: Online Publishers Association, “Day In the Life” Study, 2006
44%
46%
75%
17% 11
%12%
39%
All Business Is Local
• "Successful brands are ones that have been able to turn the local market place into the local marketing place”
- Marc de Swaan Arons
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