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