understanding the value of newspaper preprint · *an ad can be of tremendous value, even when it...
TRANSCRIPT
Understanding the Value of Newspaper Preprint
*
Anastasia Kononova, Jef I. Richards, Kristen Lynch, & Hairong Li
*
118 participants
SUBSCRIBERS NON-SUBSCRIBERS
*
*
*Pre-Study Questionnaire - 118
*Daily Questionnaires - 3,304
*Ads - 1,098
*Daily Purchase Receipts - 10,543 (91,260 items)
*Post-Study Questionnaire - 118
*Post-Study Focus Groups - 2
*
*15% one-person households
*61% male
*62% married
9%
16%
14%
18%
19%
21%
3%
18-24
25-34
35-44
45-54
55-64
65-80
80+
Ages
15%
21%
24%
21%
14%
5%
Under $25,000
$25,000-49,999
$50,000-74,999
$75,000-99,999
$100,000-149,999
$150,000+
Income
*1 2 3 4 5
Online Magazines/Catalogs
Internet Radio
Hard-copy Magazines/Catalogs
* ONLINE NEWSPAPER
Shopping Websites
* HARD-COPY NEWSPAPER
Traditional Radio
Online TV & Videos
Mobile Phone Apps
Traditional Television
Social Media
Other
SearchEngines
Internet, generally
NON-SUBS
SUBS
*
*No single ROI
*Advertiser’s ROI?*which advertiser?
*Consumer’s ROI?
*Long Term or Short Term ROI?
*Perceived vs. Actual ROI?
*Well Designed vs. Poorly Designed Preprint ROI?
ROI
*
ROI Benefit
Cost=
*
* Percent of ads in each category21.5%
17.715.7 14.5
8.1 7.4 6.4
2.1 1.7 1.5 1.3 0.7 0.5 0.4 0.1
*
* Average number of days during the month people engaged in these activities11 days
10
43 3
21
*
71%
5% 4% 4% 3% 2% 2% 2% 1% 1% 1% 1% 1% 1% 1%
Percent of Total Items Purchased, By Category
*
*Total Average Receipts in 2 weeks
*Impact of information
*Subscribers save money
*Non-subscribers find items to buy
$650.00
$700.00
$750.00
$800.00
$850.00
$900.00
$950.00
$1,000.00
SUBS NON-SUBS
NP
NO_NP
*
*ADVERTISER ROI
$650.00
$700.00
$750.00
$800.00
$850.00
$900.00
$950.00
$1,000.00
SUBS NON-SUBS
NP
NO_NP
*
*CONSUMER ROI
$650.00
$700.00
$750.00
$800.00
$850.00
$900.00
$950.00
$1,000.00
SUBS NON-SUBS
NP
NO_NP
*
$650.00
$700.00
$750.00
$800.00
$850.00
$900.00
$950.00
$1,000.00
SUBS NON-SUBS
NP
NO_NP
*
* From preprint ONLY
* Subscribers spend morewhen receiving newspaper
* Nearly the opposite of overall spending.
$-
$5.00
$10.00
$15.00
$20.00
$25.00
$30.00
SUBS NON-SUBS
NP
NO_NP
*
* From preprint ONLY
* Subscribers AND Non-Subscribers spend more when receiving newspaper
$0.00
$2.00
$4.00
$6.00
$8.00
$10.00
$12.00
$14.00
$16.00
$18.00
SUBS NON-SUBS
NP
NO_NP
*
* Only Non-Subscribers spend more when receiving the newspaper.
$150.00
$160.00
$170.00
$180.00
$190.00
$200.00
$210.00
$220.00
$230.00
SUBS NON-SUBS
NP
NO_NP
* From preprint ONLY
*
* From preprint ONLY
*By PRODUCT type, rather than by STOREtype
$10.00
$15.00
$20.00
$25.00
$30.00
$35.00
$40.00
SUBS NON-SUBS
NP
NO_NP
*
* From preprint ONLY
*Also by PRODUCT type
*Note: very similar to the Department Store spending.
$8.00
$10.00
$12.00
$14.00
$16.00
$18.00
$20.00
SUBS NON-SUBS
NP
NO_NP
*
*Ads appear online and in other print media, but they keep more ads with newspapers
0
5
10
15
20
25
30
SUBS NON-SUBS
Newspaper
No Newspaper
*
*Available in stores, online, shared mail ... but look at the effect of newspapers!
0
5
10
15
20
25
30
35
40
45
SUBS NON-SUBS
Newspaper
No Newspaper
*
0
2
4
6
8
10
12
14
16
18
NP
NO_NP
*
0
5
10
15
20
25
30
35
40
45
NP
NO_NP
*
LSJExposure
AdCollection
CouponCollection
Store Visits
Items Bought
Total Discounts
Total Spending
*
*An ad can be of tremendous value, even when it doesn’t sell a single product!* It can be defensive* It can be long-term
*A measure of ROI is almost always imperfect.*Real value of this research is to IMPROVE your ROI.
*
*NEWSPAPERS*Sell the “savings,” not just the news, to consumers.
*Develop a strategy re which advertisers to target.
*ADVERTISERS*Consider ROI only with an eye on your objectives.
*Consider both long-term and short-term effects.
*Stores: recognize different products may have different ROIs.
*
*... and more to come!