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2016 Marketing Overview
Desired Content
Massive Scalable Reach
360° Solutions, A La Carte
INTRODUCING THE SOUTHERN CALIFORNIA NEWS GROUP
What hasn’t changed is our unique ability as a local news-driven content provider to reach massive audiences or even niche targets on a daily basis.
What’s gotten better is our ability to connect your brand with an even larger audience or highly targeted audience.
SCNG DELIVERS
Things have changed in the L.A. DMA media landscape.
WHO WE ARE
Two reputable and trusted news sources, Los Angeles News Group and Freedom Communications
have united to establish Southern California News Group (SCNG), the largest local news
provider in the five-county Los Angeles metropolitan area. With 11 daily local newspapers and more than two dozen community weeklies, the SCNG is a leader in circulation among top news publications nationwide.
SCNG newspapers, websites and specialty publications maintain a position as the most trusted source of local news and information throughout
Southern California serving over 260 distinct communities.
ENORMOUS BUYING POWER
• Spanning over 48,000 square miles, the L.A. DMA includes all of Los Angeles, Orange, San Bernardino, & Ventura Counties, along with most of Riverside County.
• If the L.A. DMA were a state, its total population of more than 18 million would surpass every other state except California, New York, Texas or Florida.
• The greater SCNG market makes up over ¾ of the nation’s 2nd largest DMA in total households, population, effective buying income, and consumer expenditures.
Source: Claritas 2016. SCNG Primary market zips used in analysis. Effective Buying Income is defined as money income less personal tax payments or “disposable” or “after tax” income. Retail Sales includes all retail related sales whereas Consumer Expenditures includes retail sales and expenditures for non-retail items like Travel, Education and Health Services.
L.A. DMA
SCNG Market
% of DMA
Households 5,952,753 4,554,663 76.5%
Population 18,447,373 14,342,752 77.7%
Effective Buying Income $421.9 billion $334.7 billion 79.3%
Retail Sales $151.1 billion $120.1 billion 79.5%
Consumer Expenditures $247.7 billion $196.1 billion 79.2%
Source: Scarborough 2015 R2, adults 18+. 9/15 AAM Quarterly Data Reports. 2016 Google Analytics 1Q avg. (Jan-Mar) for LANG properties; 2016 Omniture (same time period) for OCR/RPE. Circulation excludes branded editions; branded edition daily total (1,552,403), Sunday total (835,664). Daily = Tues.-Fri. avg. for LANG pubs, Mon-Sat for Freedom pubs.
1,988,198 Sunday
Readership
613,923 Sunday
Circulation
9.6 Million Monthly UVs
38.4 Million Monthly PVs
EXPANSIVE COVERAGE
POWERFUL REACH
No matter the distribution vehicle, SoCal News Group’s in-depth reporting on local news, politics, sports, and entertainment continues to attract a desirable audience for its customers.
In fact, through print, online, weekly publications and
social media channels, SCNG delivers premium content to over 8.1 million adults every week,
making it an indispensable marketing solution for advertisers across Southern California.
Source: Scarborough 2015, R2. Adults 18+. Weekly publications calculated at 2.8 readers per copy. 8.1 million reach includes opt-in products and may include some duplication. September 2015 AAM Quarterly Report; OCR/RPE March 2015. Digital: 2016 Google Analytics 1Q (Jan-Mar) and 2016 Omniture (OCR/RPE) same time period. March AdEverywhere for Social Media.
8.1 Million Each Week
Daily Avg. 393,325 C 1,404,478 R Sunday 613,923 C 1,988,198 R
Circulation & Readership
9.6 million Unique Visitors 38.4 million Page Views
Digital Monthly Audience
642,020 Twitter Followers 235,955 Facebook Fans
Social Media Audience
English 370,062 C 1.0 million R Spanish 397,317 C 1.1 million R
Weekly Publications
RANKING 3rd IN THE NATION
Source: 2015 Scarborough Report, R2.; Ranking does not include USA Today, WSJ
Ranking Newspaper/Group
Print & Online Weekly
Combined Audience
1 LOS ANGELES TIMES 4,123,439
2 NEW YORK TIMES 4,111,096
3 SOUTHERN CALIFORNIA NEWS GROUP 3,873,082 4 NEW YORK DAILY NEWS 3,729,244
5 CHICAGO TRIBUNE 3,188,575
6 NEW YORK POST 2,812,685
7 WASHINGTON POST 2,616,819
8 BAY AREA NEWS GROUP 2,106,784
9 NEW YORK NEWSDAY 1,941,912
10 PHILADELPHIA INQUIRER 1,889,796
11 ATLANTA JOURNAL-CONSTITUTION 1,807,904
12 HOUSTON CHRONICLE 1,787,046
13 NEWARK STAR-LEDGER 1,775,155
14 BOSTON GLOBE 1,701,212
15 SAN FRANCISCO CHRONICLE 1,659,932
16 DALLAS MORNING NEWS 1,594,215
17 MINNEAPOLIS STAR TRIBUNE 1,578,939
18 ARIZONA REPUBLIC 1,556,041
19 DETROIT FREE PRESS/NEWS 1,425,666
20 SEATTLE TIMES 1,353,765
Source: 2015 Scarborough Rel. 2 Base: SGNG Market (10,244,099 adults)
KCAL 9 - 8 PM to 10 PM News M-F
KTTV 11 - 10 PM News M-F
KTLA 5 - 10 PM News M-F
KNBC 4 - 11 PM News M-F
KCBS 2 - 11 PM News M-F
CBS Radio Morning Drive (7 stations)
iHeart Media Radio Morning Drive (9 stations)
KABC 7 - 11 PM News M-F
Los Angeles Times Daily
LATimes.com (unique visitors past 7 days)
SCNG websites (unique visitors past 7 days)
Southern California News Group - Daily
Los Angeles Times Sunday
Southern California News Group - Sunday
130,966
143,256
143,744
188,490
205,043
208,029
253,326
315,502
849,309
1,138,403
1,156,964
1,264,139
1,575,614
1,810,085
Average Issue Reach - Southern California News Group
Average Issue Reach - Los Angeles Times
SCNG Newspaper Websites - Unique Visitors Past 7 Days
LATimes.com - Unique Visitors Past 7 Days
M-F Morning Drivetime Radio - Avg. ¼ Hr. Reach
M-F Late Night/Primetime News Reach - Avg. ½ Hr. Reach
OUTPACING THE COMPETITION
Media Reach in the SCNG Primary Footprint
AFFLUENT DEMOGRAPHICS
Source: 2015 Scarborough Research, R2. ; Weekly Print & Online Net Audience: 5 daily, 1 Sunday, 7 days online
SCNG Market Adults
Weekly Print & Online
Audience
10,044,299 3,873,082
Men 49% 48%
Women 51% 52%
Age 18 - 34 32% 31%
Age 35 - 44 18% 15%
Age 45 - 54 19% 16%
Age 55 - 64 16% 16%
Age 65 + 16% 22%
Median Age 45 49
Average HHLD Income $79,519 $82,529
Race/Ethnicity
White 45% 51%
Hispanic 40% 33%
African-American 5% 7%
Asian 7% 5%
Other 4% 4%
Married 52% 51%
College Educated (1+ years) 58% 65%
Homeowner 57% 61%
Average Home Value $540,950 $551,255
SCNG reaches some of the most affluent coastal communities in the nation – from Manhattan Beach to San Clemente.
The national average household income
is $66,397 compared to our readers’ income of $82,520.
The average national home
value is $268,795 compared to SCNG’s average of $551,255.
Monthly Total Visitors: 9.6 million Monthly Page Views: 38.4 million
dailynews.com
pasadenastarnews.com sgvtribune.com whittierdailynews.com
presstelegram.com
dailybreeze.com sbsun.com
dailybulletin.com
redlandsdailyfacts.com pe.com
ocregister.com
Monthly Total Visitors: 564,655 Monthly Page Views: 2,128,699
Monthly Total Visitors: 1,595,827 Monthly Page Views: 3,615,456
Monthly Total Visitors: 547,725 Monthly Page Views: 1,931,231
Monthly Total Visitors: 971,425 Monthly Page Views: 3,090,389
Monthly Total Visitors: 390,521 Monthly Page Views: 1,212,974
Monthly Total Visitors: 3,649,784 Monthly Page Views: 19,571,669
Monthly Total Visitors: 387,836 Monthly Page Views: 1,193,784
Monthly Total Visitors: 130,295 Monthly Page Views: 399,339
Monthly Total Visitors: 1,388,623 Monthly Page Views: 5,228,595
Sources: 2015 Google Analytics, 1Q avg. (Jan-Mar) except for OCR/RPE: 2016, Omniture (same time period).
EXTENSIVE ONLINE NETWORK
MASSIVE SCALABLE REACH
ACCESS OVER 95% OF ALL ONLINE USERS!
9 5 %
AdTaxi is a client-centric digital marketing organization that brings scale, precision, and sophistication to digital marketing. Leveraging the belief that people matter as much as technology, AdTaxi helps advertisers solve complex marketing challenges with custom, performance-driven solutions.
Premium Services
• Magellan/Proprietary Algorithm
• Programmatic
• Display (RTB & Premium Publisher Inventory)
• Mobile/Tablet
• Video (RTB Pre-Roll)
• Social Media
• Search/Google Premier Partner
• Native Advertising
Scalable by target audience. We offer extended audience targeting across 10,000+ brand-safe websites through our in-house ad network.
Extensive Targeting Capabilities
• Behavioral
• Category
• Geography
• Demographics
• Retargeting
GLOSSY LIFESTYLE MAGAZINES
Reach the thousands of consumers who are actively searching for information about things to do, products, services and specialized topics. • Luxury publications delivered to an affluent
audience • In-depth local lifestyle coverage to the communities
of Orange County, Redlands, Highland, Loma Linda, Mentone and Calimesa.
• Delivery up to 435,000 households • Publishes on a monthly, bi-monthly or quarterly
basis (depending on the magazine) • Highly sought after topics include Style, Arts,
Dining, Travel, Arts & Entertainment, Fine Dining, At Home, Family, Golf, etc.
EXTENDED REACH WITH COMMUNITY WEEKLY PUBLICATIONS
• Over two dozen hyper-local community publications
• Serving some of the most affluent areas of Los Angles, Orange, San Bernardino and Riverside Counties
• Content tailored for each community served
• Broadsheet and tabloid formats
• ZIP Code level targeting
• AAM Audited
Saturate the most affluent areas of Southern California with our community weeklies and extend your preprint reach to nearly 370,000 households.
PREMIER OPT-IN WEEKEND DELIVERY PROGRAMS
WEEKEND SPOTLIGHT Delivered to select zips in L.A. and San Bernardino counties • Distributed weekends when consumers are shopping. • Delivered to 185,921 single-family opt-in households • Exclusive entertainment content • AAM Audited
SUNDAY PREFERRED Delivered to select zips in Orange county • Delivered to 81,243 Opt-In households • Targeted households with incomes $100k or more • Sunday Insert Delivery Vehicle • Features include upcoming home and garden events calendar, crossword puzzle, and ideas to
improve your home inside and out.* • Parade Magazine and Athlon Sports Magazine distributed within the Sunday Preferred wrap.* • 60% content, 40% advertising
SUNDAY WEEKLY Delivered to select cities in Riverside and San Bernardino • Delivered to 60,100 households (25,000 min) • 3 distinct zones • Opt-in non-subscriber households only • Targeting zips with HH Incomes of $50K+ • Sunday insert delivery vehicle
Notes: *81,000 distributed to OC and 60,100 in Inland Empire. **Applies to OC Register’s Sunday Preferred product only.
EXCLUSIVE AND CAPTIVE AUDIENCE
Orange County Catholic The award-winning Orange County Catholic is the official
newspaper of the Roman Catholic Diocese of Orange and connects the growing Catholic community with local news, events, features and photos that reflect shared values.
Captive Audience
• 109,000* copies distributed weekly
• 22,000 copies distributed to more than 75 county churches
• 87,000 copies distributed to OC Register subscribers who opt-in to receive
• 47% have an HHI $80,000 or higher
*Quantities subject to change. Contact your account representative for details.
TARGETED REACH IN THE NATION’S #1 HISPANIC MARKET
• Home delivered weekend distribution • Targeting areas with the highest Hispanic household
density • Distribution to nearly 400,000 households
• Impacto 227,317 • La Prensa 95,000 • Excelsior 75,000
• 3 distinct publications serving 3 advertising zones • LA County • Orange County • Riverside and San Bernardino counties
• Niche marketing opportunities available • Block group and ZIP code level targeting • AAM Audited
Engage with Spanish-speaking Latinos with Impacto, Excelsior and La Prensa.
TOTAL MARKET COVERAGE
• Full or partial market options available • Available for ZIP or sub-ZIP levels • Non-subscribers via mail on Tuesday/
Wednesday
• Hand delivery to SCNG non subscribers • Doorhanger programs or driveway delivery • Available 7 days a week • Delivery available down to the
block group level
SCNG Direct RedPlum
• Delivered to OC homes every Thursday, Friday, or Saturday
• Reaches consumers as they plan their weekend shopping
• Select delivery to all or any of 87 OC zip codes
OC Saver Coupon Magazine
• Delivered to Riverside and San Bernardino homes every Thursday & Friday
• Reaches consumers as they plan their weekend shopping
• Consumers prefer advertising inserts 2-to-1 over mail
• Accurate and audited delivery through our delivery teams PE Saver Extra
• Delivered to 396,000 communities in Riverside and San Bernardino
• Publishes each Thursday • Targeted at the ZIP Code level • 25,000 household minimum
The Weekly
OPTIMIZE YOUR EXPOSURE
Spadeas wrap the Main News section where readers see and interact with these innovative ads before they read that day's front page editorial.
Front Page Notes display your message on the front page. Or float your note online on one of our local home pages.
Rack Cards are like colorful mini billboards displayed on newspaper racks located throughout the market.
Island Ads are surrounded by Editorial content in any section of the newspaper, and offer a dramatic platform to set your message apart.
Section Front Ads literally puts you in front of your competitors and offers a high-profile, strategic advantage.
Toppers are one-page ad flyers placed on top of the entire newspaper.
Southern California News Group delivers your advertising message to the right audience at the
right time with the right medium.
EXTENSIVE
• SCNG publications reach more adults each day than any other local media source in the communities served by SCNG. SCNG is THE local news source for 77% of all the households in the L.A. DMA.
8.1 million L.A. DMA adults reached by SCNG products each week.
49% greater daily and 15% greater Sunday print reach as compared to the L.A. Times in the SCNG core market.
EXPANSIVE • Broaden your coverage with SCNG’s niche marketing products:
More than two dozen hyper-local weekly publications including three Spanish language weekly newspapers.
Targeted glossy magazines for reaching some of the most affluent households.
Expanding Opt-in programs.
Direct email and mobile marketing solutions.
POWERFUL • We now have the ability with our Ad Taxi advertising exchange platform to tap into 95% of
the available display banner inventory in the United States.
• 9.6 million unique visitors and 38.4 million page views on SCNG newspaper websites each month.