Empower MediaMarketing: Blog » Newspaper

Print Media — Still Kickin’

kevin — Thu, 18 Aug 2011 00:58:10 +0000

Don’t throw out the baby with the bath water is an old expression that, loosely translated, means don’t get rid of what’s good in an attempt to eliminate what’s bad.

I think that’s exactly what we’re doing in our rush to read the eulogy over the grave of traditional print. Because we see a lot of headlines about revenue declines in print, we assume the medium must be dying. But what it really means is that the hugely-profitable economic model of the past is no longer working for them. What it doesn’t mean is that consumers are no longer reading.

Affluents Prefer Print
A study just published in the 8/1 issue of Ad Age drives home the point. The monthly Mendelsohn survey that tracks media use among American Affluents found that this population (who can afford digital devices, and are savvy enough to use them) still overwhelmingly prefers to read the hard copy of their favorite print media. For magazines, 93 percent still read the hard copy, vs 27 percent who read it on their computers. For newspapers, 86 percent say they read the hard copy, while 39 percent read it on their computer. Other sources (smartphones, tablets, e-readers, etc.) rank far behind these two.

Even younger affluents (18-34), who have been consuming digital media since they were in kindergarten, follow a similar pattern – with significantly more choosing to read the hard copy vs the digital edition.

As marketing professionals, of course, we need print outlets and online outlets to think in terms of their content and how it plays across platforms vs. thinking in silos. We also have to stay on top of the new and changing ways that consumers use media. But in our eagerness to embrace the future, let’s not ditch what still works from the past.

:: By Lisa Elmendorf, Empower MediaMarketing Print Strategist

Reaching Millenials — With Print Media?

kevin — Wed, 17 Aug 2011 19:01:00 +0000

You see news stories every week about the Millennial generation consuming media every which way except traditional media channels. Whether they’re watching TV on their laptops, surfing the web on their phones or downloading books to their tablets – the impression is that everything they consume is through an electronic device.

Back to School
College campuses are the exception to this assumption. While the students may still be reading their textbooks on a tablet, research shows they like campus news the old-fashioned way – printed newspaper. Only 18 percent of university students read the on-line campus version of their newspaper, versus 90 percent who read the paper.

News at Point of Need
This goes against everything we know about this demographic. How can this be the case? It is a point of need consideration. They’re more likely to grab a paper to burn the 20 minutes between classes or to read during their lunch. The papers are available all over campus and contain hyper-local news — from their college sports scores and upcoming events to stories impacting student life and even local coupons — usually for pizza.

If your client needs to reach this demographic, a print approach makes sense through this overlooked niche.

:: By Gretchen Reisner, Media Strategist

Global Media Looking to Get Hyperlocal

amanda.duncan — Mon, 11 Apr 2011 18:41:11 +0000

By::Lorne Lambert, Senior Buyer and Digital Strategist

To combat readership decline, several large media outlets, including AOL, Gannett and Tribune, are hoping to reap big rewards focusing on local community news.

Untapped Ad Revenue
Coverage at a national level is much easier and cheaper than covering the neighborhood soccer game or a new store opening just around the block. To address this AOL has launched Patch, an online news source for local communities. Similarly, Tribune is rolling out 435 Digital and Gannett has added hyper-local blogs to several of their TV and newspaper sites.

AOL has generated most of the recent buzz with Patch and its 750 plus locally-focused sites. As of January 2011, Patch is concentrated in somewhat wealthy communities across the country, but has plans to roll out to more than 1,000 cities by year’s end. The content of the site ranges from “the top five local attractions to visit for a staycation” to “what the new leash laws mean for your morning dog walk.”

AOL + Patch x HuffingtonPost = ?
Some of the attention Patch has garnered is fueled by AOL’s recent acquisition of the Huffingtonpost.com. It’s still too early to understand what plans the company has for integration between the two sites, but it would be hard not to see the opportunity for integration sooner than later. The real question is whether AOL and its competitors can really fill the void for local news content that consumers are looking for and attract enough advertising dollars to make their ventures pay off.

Consumer Attention Spanning to News
According to Pew Research Center’s 2011 State of the New Media Survey, consumers are spending more time with news than ever before.

The interesting findings of this survey are around which specific platform users are choosing to receive this content. The web is gaining ground rapidly. The Pew study reported that 46 percent of Americans surveyed get their news online at least three times a week — surpassing newspapers for the first time which clocked in at 40 percent. However, the most popular news source is Local TV news.

The challenge for local TV stations is finding a way to successfully migrate their coverage to an ever-growing digital audience while maintaining profitability and addressing increased competition for viewers and advertising dollars.

We Want it Local and We Want it Now
While the demand for local, community-focused news is clear. It remains to be seen whether the large national media sites can truly deliver the supply needed to capture this market. But will local TV stations and other regional networks be able to maintain market share in the race for advertising dollars? The final winner will be decided by who can deliver this content across any platform.

2011: The Year of Media Convergence

kevin — Mon, 03 Jan 2011 21:16:01 +0000

One trend that’s clearly happening as you read this, one with big implications for brands in 2011, is media convergence.

Digital technology is dissolving the silos used to organize media types and media channels. Paid, owned and earned media are blending together across channels that are much more fluid and flexible than ever before – once again due to digital technology.

Empower MediaMarketing is tracking media convergence throughout the year and we created this video to kick things off.

Join the Conversation
No Channels is armed with the video, infographic, Flickr Group and articles that underscore how digital technology is dissolving traditional media silos. And we also want to hear from you.

There are plenty of examples – from iPad’s impact on print and broadcast (since launching a scant 9 months ago) to game consoles turning TVs into full-blown media centers.

Which ones stand out as fad, and which ones are significant? The site will update frequently with the discussion as we study the trend, curate content, provide our POV, discuss it with you and detail how brands are responding to this media blend trend.

We’ve been discussing this for some time now and I’m looking forward to more. Pete Blackshaw, Brian Solis and Jay Baer are already pointing to 2011 as one of convergence. So check out the site, share the content and weigh in on the trend. We’ll be participating — via any number of screens of course.

Cross-Posted to my personal blog, Strategic Public Relations

Print Media Hoping iPad Brings More Eyeballs

tim — Mon, 26 Apr 2010 16:32:36 +0000

Just as early adopters were lining up to get their hands on the first iPads earlier this month, publishers and advertisers were also lining up to get in on the excitement by launching first issues on the new device. Even though it’s going to be a long road of adoption with this 1.5 lb wonder, several heavy hitters are already on board, debuting or developing issues that will come to life on the iPad. The print industry views the iPad as the main focus of the tablet phenomenon, hoping it will invigorate subscriptions and enhance engagement with new readers.

Condé Nast and The Wall Street Journal and USA Today are the first to develop iPad-friendly issues, charting new territory with experimental pricing models and new technology. GQ will be the first Condé Nast title to roll out on iPad. This is due to success with its iPhone app launched at the end of 2009, giving it a leg up on figuring out the technology. Wired is taking a more detailed approach, partnering with Adobe to make sure content can be delivered on multiple tablet devices. Wired and other Condé Nast titles will follow closely on iPad with June issues. Time Inc. has been boasting its Sports Illustrated iPad versions on YouTube and Time Magazine has been the first to launch.

One Price Across Different Platforms?
Pricing will be a continuous debate for iPhone users who will expect to pay the same amount as some current magazine apps. They may be in for a surprise. The WSJ plans to price subscriptions at a cheaper rate than the print version, just under $18. However, several magazines will charge the cover price for iPad versions—not the deeply discounted subscription that most iPhone readers have enjoyed in the past.

A similar experimental structure will be found for advertisers. Those with deep pockets like Unilever and Toyota will be the first to experiment with new offerings, such as 360 degree product views, slide shows, scrolling ads, web linking and data captures. This new format is bringing publishers together to regulate the price of their content across several digital devices through a digital storefront provided by Next Issue Media; a media consortium that will, hopefully, alleviate the iTunes model that changed the music industry forever.

While this device may or may not be the savior of the print industry, it will definitely add new readers and energize the e-Reader revolution by giving other devices like Kindle some healthy competition.

By: Courtney Ackerman, Print Media Director

Magazines and Newspapers Moving from Printed Page to Pixels

kevin — Mon, 14 Dec 2009 21:40:08 +0000

As consumer magazines continue to struggle with declining ad spending, publishers are finding new ways to bring content to readers across different devices so they can create a two way connection with readers. Some recent headlines showcase this evolution in devices that will be available to advertisers in 2010.

E-Readers Extend Functionality
2009 marks the year of the e-reader. First there was Amazon’s Kindle, then Sony’s Daily Edition and Barnes & Noble’s Nook. Now Hearst is partnering with Sprint Nextel to offer a service called Skiff. Unlike its competitors, Skiff is both a device and a software platform, focused on viewing digital content from newspapers and magazines. Skiff will be compatible with netbooks, smartphones, and the next generation of e-readers. Skiff boasts strong layouts and graphics so that newspapers and magazines delivered over the air appear more like their paper equivalents. By partnering with Sprint, Skiff can be sold from Sprint stores and websites, among other distribution channels still to be announced. Hearst plans to roll out Skiff with newspapers first, followed by magazines in 2010.

From an e-reader to the larger screen of a Tablet computer, magazines are working aggressively to leverage this technology as it allows consumers to enjoy their favorite media content on portable digital devices without compromising the distinctive look and feel of each publication. The video below shows a demonstration of Sports Illustrated on a Tablet. Readers can easily check scores, see video footage and pictures from a game, or even view video advertiser content.

Publishers Creating a Digital News Stand
Publishers are quickly retaining control of Tablet content to avoid the iTunes model where Apple controls the device in which all content is broadcast. To that end, Condé Nast, Hearst, Meredith, News Corporation and Time Inc. are coming together to develop open standards around how content will be distributed to various devices via a new digital storefront offering an extensive selection of reading options.

This “digital news stand” will offer a multitude of new advertising opportunities, allowing brands to interact with consumers in a highly engaged environment. The price of entry with these opportunities is slated to be cost-efficient to help create a large library with a common format. Empower MediaMarketing predicts that while out of pocket for these opportunities may be low, CPMs may be high when costs are broken down. Initial audience sizes with electronic versions will be much smaller, due to the niche targeting opportunity and new technology. The cumulative reach model that print typically provides will change with these extensions.

e-Reader Media in 2010 – There’s an App for That
Empower is speaking with each publishing group to learn more about when the storefront and electronic content will be ad-ready. As the e-reader and Tablet continue to be developed, we will see digital publishing companies like Zinio reproduce print publications on iPhones as an initial test. Current plans with Zinio include titles such as The Economist, Popular Science and Car and Driver. In total, we hope to see opportunities being shopped out to advertisers by mid to year end 2010.

:: By Courtney Ackerman, Empower MediaMarketing Magazine Director

Girl reading her Amazon Kindle, 86st Subway Station, New York uploaded by Gubatron

Brand Messages Compete with 34GB of Information Every Day

kevin — Mon, 14 Dec 2009 21:08:20 +0000

Despite digital’s seamless presence in my daily habits, Sunday includes a read of my local paper. It’s a bit of a ritual – one that research suggests will not be picked up by my children.

Regardless, one story in particular stood out: “Data deluge will reboot our brains.”

“Through emails, texting, internet surfing, reading and other media, our brains are being deluged with increasing quantities of information. Although we may not actively read 100,000 words a day, that is the approximate number reaching our eyes and ears. Add images, such as videos and computer games, and we are faced with the equivalent of 34 gigabytes of information each day — enough to overload the typical laptop inside a week.”

34GB of information. According to Apple, that’s the equivalent of 7,000 songs or 40,000 photos or 40 hours of video. And that’s how much information brands must compete with each day to get their message in front of customers?! It’s a jaw-dropping task depending on how you approach the challenge.

Rather than trying to stand out from 34 GB of information, marketers must truly understand their consumers. One way to do this entails less talking TO consumers and more talking WITH consumers.

This level of participation is not second nature to marketers. But it requires us to commit to participating with consumers using new opportunities like social media platforms. The end result is a higher level of consumer engagement than you’ll get simply launching another campaign. It moves your brand to the top of their list — their favorite song, photo or video at the front of a queue that is 34GB deep.

Looking Into the 2009 Holiday Crystal Ball

kevin — Fri, 20 Nov 2009 20:12:03 +0000

The 2009 holiday shopping season started earlier than usual and is expected to be flat vs. the same period last year. 2008 holiday shopping saw a decline of 2.4%. If all goes as planned for 2009, Reuters reports that sales will be around $810 Billion. Consumers are still weary of the economy as the unemployment rate is nearly 10%. As a result, many consumers shopping habits have changed over the last 12 months. Concerns over the economy, job stabillity, reduced credit lines and higher food, gas and utility prices have made consumers more price conscious than ever.

As a result, a majority of consumers say they are making holiday budgets and will be sticking to shopping lists when shopping. “Retailers have already prepared themselves for a challenging season by adjusting inventory and closely managing their expenses, “ says Stacy Janiak, vice chairman and U.S. retail leader for Deloitte Services LP.

As we enter the “unofficial” start to the holiday season, retailers are approaching 4th quarter in different ways. Some have limited the number of inventory they have on hand and scaled back advertising budgets during the holiday season. Others are getting creative on ways to make them stand out over the competition.

One large retailer has already started advertising that they will have 100 toys under $10. Competitors quickly jumped on the bandwagon with their own similar special offerings. Other retailers have resurrected layaway programs and Christmas Clubs. These Christmas Clubs are similar to the old passport savings account at banks where any money deposited would earn a little interest as the deposits added up. The current retailer sponsored Christmas Clubs do the same thing except dollars are put towards a gift card that earns a 3% reward based on the card balance on a certain date.

During this holiday season with consumers and advertisers being very cautious of spending, it is even more critical than ever to have a strong share of voice. Studies show that a brand which has a share of voice greater than its share of market is more likely to gain market share. It is absolutely critical to find every way to make the advertising dollars go as far as they can go. Through tough negotiations and creative thinking our buying strategists were we able to negotiate stellar promotions on top of great media buys that provided an additional 31% of the media value at no additional cost to the client. This additional 31% in media value increases their share of voice and on air presence in the market at no additional cost to the client.

Another way to increase share of voice is to tie in with a local charity to give a hometown feel. We have one local client who partnered with a leading TV station and local charity by sponsoring “The Holiday Wishes, Adopt a Class” Campaign. The client was included in over $25,000 of non-paid media over the promotion. They made an in-kind donation to the campaign and all of the dollars raised for the campaign were spent at the retailer’s location. This resulted in additional sales for the time period as well as being connected with a local feel good cause, elevating them to a true community partner. Studies show that consumers like to support companies who support charitable causes.

Integration between several types of media also helps increase share of voice by reinforcing a client’s message. For one client the plan included: TV, magazine, online display and search as well as a custom landing page to coincide with a specific product message. By utilizing several forms of media directing consumers to the landing page with a coupon, we were able to produce record sales, 50% increase in web traffic and a 35-40% coupon conversion rate.

In these tough times, it is so important to think outside the box and look at all possible options to extend your clients name and keep a client top of mind.

By: Heather Watson, Empower MediaMarketing Senior Local Buying Strategist

Online Circulars Boost Circulation

tim — Wed, 19 Aug 2009 03:56:49 +0000

Challenged with weakening print circulation and readership across the country, many newspapers have taken a non-traditional approach to their business by exploring innovative ways to grow and reach new people. Newspapers have had success with this in two particular areas – Free Standing Inserts (FSIs) and online.

According to a 2009 study by ECI (Evaluation Criteria Inc), Sunday Newspaper FSIs are the most read section of the newspapers. In addition, more and more people are reading their newspaper online. Combining these two trends, many newspaper circulars can now be seen online at Circular Central.

Powered by ShopLocal, another Gannet property, Circular Central has found a way to provide an interactive circular experience for consumers. Weekly circulars are scanned and placed on local websites. Customers can go to their newspaper website, click and then scan through the circular page by page. Also, a rich media format called “Paperboy” (driven by Pointroll and ShopLocal technology) can be used to promote and showcase sale items from these circulars. The expandable display ads can run across a targeted media plan and provide the consumer a more engaging experience.

An Empower MediaMarketing Client Strategist can help you determine if Circular Central is a good option for your local/regional media schedule.

By: Stacy Anderson, Newspaper Director

The Future Newspaper Plan

stacy — Fri, 29 Aug 2008 14:48:38 +0000

Background

As you may have read, printed newspapers continue to see circulation and readership declines. The good news for newspapers is the audience is not completely lost. The growth of the Internet and digital reading has been positive for newspapers with many readers simply migrating from the printed version to the digital version to get their local news.

Newspapers are a relatively profitable business even with the circulation and readership declines. This profitability has allowed newspapers to change their business models and develop their local Web sites. Newspapers’ Web sites, together with other off-line products provide a powerful advertising platform for advertisers.

Empower believes the future newspaper plan must “follow the screens” and adapt to the changing newspaper landscape by incorporating advertising in both off- line and digital versions.

Growth

While circulations for printed newspaper have declined, digital newspapers are helping to regain some of these loses. In Q2 of this year, the number of unique visitors to newspaper Web sites increased 12.2% compared to the same period last year. This equates to 66.4 million people, or 40% of all Internet users in the US. While the growth has begun to slow, the industry is most likely on track for double digital online revenue this year. Newspaper revenue in 2007 grew about 19%, which is less than its 31% rate of growth in 2005 and 2006.

By capitalizing on the newspaper brand, newspapers can continue to grow their off-line and online readership as well as advertising business.

Off-line newspapers are making strides to retain customers and add new readers by introducing free publications, new formats and niche titles. In addition, they are getting back to their roots and providing more local content and more in-depth, long form reporting.

Digital newspapers are already strong and can continue to grow through innovation. Their current strength is evident when you consider the number one Web site in the top 10 DMAs is the newspaper Web site. To continue to grow, digital newspapers are investing in features such as keyword search, article sharing through email and blogs, audio, back issues access and integration with new social networking services.

Digital editions are becoming portable to multiple platforms and easier to navigate so they can be read and accessed by the on-the-go reader. The Wall Street Journal just launched a wireless application for BlackBerry smart phones which will let users view headlines, summaries and full articles. The Journal plans to begin showing ads from an unnamed advertiser beginning next month. Also, earlier this year, the Associated Press launched an ad-supported service to make news stories available on Apple Inc’s iPhone and other mobile devices.

Opportunities for Advertisers

With the changes to both off-line and digital newspapers, advertisers can also benefit.

New off-line products and increased Web site traffic provide increased impressions and frequency to media plans. With seventy percent of newspaper Web site visitors also reading the printed publication, brands now have new cross-promotional opportunities, as people are interacting with newspapers in multiple ways; reading up-to-the minute news on the web either on their computer or phone and reading the long form stories when they relax at home.

Newspaper Web sites also provide engaged readers to advertisers. According to NAA/MORI Power Users Study, the digital newspaper Web site user spends more than twice as many hours online than general users. In addition, newspaper Web sites have an advantage over all other media as they can reach readers during the work day when they are out of reach from most other media.

The Future Newspaper Buy

With a continued commitment by newspapers to invest in technology and be innovative, Empower believes newspapers will survive and evolve into an integrated print and digital media.

Consumers will always trust their newspapers and will go to some form to read the news and find local information. To ensure they see advertising messages, Empower recommends print advertisers invest a portion of their print dollars on digital newspaper.

By: Stacy Anderson – Newspaper Director, Empower MediaMarketing