hspa political
DESCRIPTION
Presentation by leaders of Indiana's largest newspapers.TRANSCRIPT
Driving political ad dollars into newspapers and media websites
WHERE DOES POLITICALADVERTISING GO?
Television
Direct Mail
Radio
Internet Why not
Newspapers?
Excellent reasonto use Newspapers. Newspaper readers vote.
Newspapers have the biggest voting audience.
Perceived by the public as trustworthy sources of
information.
REASONS NOT TOBUY NEWSPAPERS
Too Hard to buy!
Too hard to produce.
Not flexible enough on ad deadlines.
No volume discounts.
Ad Agencies do not profit as much.
Perceptions like young voters don’t read newspapers
WHERE DO MOST LIKELY VOTERS GET THEIR
CAMPAIGN NEWS?
NEWSPAPERS
35 and older are regular readers of newspapers in print or online.
80% of votersSOURCE: Moore Information's American Voters Media Use Study, January 2012
WHERE DO MOST LIKELY VOTERS GET THEIR
CAMPAIGN NEWS?
NEWSPAPERS
Newspaper websites rank #1 in 22 of the top 25 largest markets.
#1 WebsitesSOURCE: Moore Information's American Voters Media Use Study, January 2012
WHAT WE DID…
One stop billing
HSPA produces all ads
Newspapers committed to being flexible on copy deadlines
Developed earned rate program
DISTRICT 6
Special HSPA Political Campaign Advertising Rate Plan
DISTRICT 2
Special HSPA Political Campaign Advertising Rate Plan
STATEWIDE
Special HSPA Political Campaign Advertising Rate Plan
Not your father’s newspaper anymore!
Newspaper to Media Company
Websites.
Newspapers.
Video.
Mobile.
Email.
Social Media.
New media companies reach all voters in the fashion they want to receive information.
REACHING ALL VOTERS
Online Examples
PENCIL AD V EXPANDED PENCIL >
LEADERBOAD AD V
Offering a wide-range of advertising solutions on Indiana’s most visited websites …
Online Examples
BIG BOX AD >
Offering a wide-range of advertising solutions on Indiana’s most visited websites …
EXPANDABLE LEADERBOARD ^
Video Examples
Reach likely voters with your video message…
PRE-ROLL VIDEO ^
IN-BANNER VIDEO ^
Mobile, Social, EmailExamples
Voters are on the move … your political message should be, too!
Special ElectronicAdvertising Rate Plan Example
CORE PROGRAMS
Leaderboard CPM: $5.60 net Dimensions: 728x90 Expandable: Yes (728x200)Placement: ATF or BTF Page: Homepage (BTF), Section Fronts, Articles
Big Box CPM: $13.60 net Dimensions: 300x250 Expandable: Yes (600x250) Placement: ATF or BTF Page: Homepage, Section Fronts, Articles
Special ElectronicAdvertising Rate Plan Example
PREMIUM
Half Page CPM: $14.40 net Dimensions: 300x600 Expandable: Yes (600x600)Placement: ATF or BTF Page: Homepage (BTF), Section Fronts, Articles
In-Banner Video CPM: $17.60 net Dimensions: 300x250, 300x600, 300x800 Length: :15 to :30 secondsPlacement: ATF or BTF Page: Homepage, Section Fronts, Articles
PreRoll Video CPM: $17.60 net Dimensions: 640x480 or 720x480 + 300x250 Length: :15 to :30 secs.Placement: Start of videos
Special ElectronicAdvertising Rate Plan Example
HIGH IMPACT
Interstitial CPM: $32.00 net Dimensions: 810x550 Expandable: Yes (600x600)Page: Homepage, Section Fronts 1 day roadblock conflicts with sliding billboard
Reskin or P.A.W. CPM: $6,250 net Dimensions: 747x420 + 728x90 Page: ArticlesPlacement: 1-day Roadblock conflicts with Interstitial
Sliding Billboard CPM: $5,000 net Dimensions: 980x66 Page: Homepage, Section FrontsExpandable: Yes (980x418) Placement: 1-day Roadblock
Special ElectronicAdvertising Rate Plan Example
MOBILE
Mobile Site CPM: $16.00 net Dimensions: 120x20, 168x28, 216x36, 300x50 Expandable: NoPlacement: ATF & BTF Page: ROS
App CPM: $16.00 net Dimensions: 300x50 Expandable: No Page: ROS
iPad CPM: $36.00 net Dimensions: Between Article Interstitial Web Browser: 573x864 634x608 Gallery Interstitial Web Browser:768x760, 829x504 Between Article Interstitial App: 573x953, 634x697 Page: ROS
HSPA Media Advertising Works.
HSPA reaches the audience you want to reach!