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DIGITAL - A Value Proposition
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Make Your Online Advertising More
Effective
A Case For Using Local Newspaper Web sites
Newspaper Web sites = Localmotion!
“Everything important is local…”
-Bill Schrier, Chief Technology Officer, City of Seattle
"Successful brands are ones that have been able to turn the local market place into the local marketing place.”
- AllAboutBranding.com
All Business Is Local
“Localization is a key component of Macy’s strategic formula for continued growth and success… As we provide for more local decision making in every Macy’s community, we are tailoring our merchandise assortments, space allocations, service levels, visual merchandising and special events store-by-store.”
- Source: Macys Inc, 2008 Annual Report, page 2
The Value Proposition of Newspaper Web sites
Five Good Reasons…
Newspaper Web sites…
#1 – Reach engaged audiences.
#2 – Are continually growing.
#3 – Offer engaging products and services.
#4 – Extend local reach for advertisers.
#5 – Encourage action.
Reason #1
Newspaper Web sites Reach Engaged Local
Audiences.
• 40% of those employed in management, financial operations or professional & related occupations.
• 40% of those have at least a four-year college degree.
• FCC Network – 63%
• 44% of those have a post-graduate degree.
• 46% of those have an individual income of $150,000 or more.
Source: Scarborough Research, Multi-Market Release 2, 2008 12 months. Visited newspaper website in past 30 days.
Newspaper Web site Visitors:
FCC Network Visitors:
20% over
$100k
63% College & Grad School
63% over 351,030,537
people
37% under 35
605,236 people
Women Use Newspaper Web sites!
% Compositi
on
Index to Total
Women
Index to Total
Online
Age 25 to 34 22% 128 109
35 to 44 24% 127 108
HH Income
$75,000 +
49% 144 103
Education College Graduates
38% 159 116
Home Ownership
Own their Home
75% 106 100
Base: 22,560,463 Female Adults who visited newspaper website past 30 daysSource: 2008 Scarborough Multi-Market Report
Men Use Newspaper Web sites! %
Composition
Index to
Total Men
Index to Total
Online
Age 25 to 34 22% 115 108
35 to 44 24% 122 110
HH Income $75,000
+61% 205 127
Education
College Graduates
46% 170 139
Home Ownership
Own their Home
78% 108 104
Base: 22,555,774 Male Adults who visited newspaper website past 30 daysSource: 2008 Scarborough Multi-Market Report
Hispanics Use Newspaper Web sites!
% CompositionIndex to
Total Hispanics
Age 25 to 34 30% 104
35 to 44 25% 113
HH Income
$75,000 +
43% 174
Education College Graduates
26.8% 233
Home Ownership
Own their Home 75% 124
Base: 4,762,882 Adult Hispanics who visited newspaper website past 30 daysSource: 2008 Scarborough Multi-Market Report
“As consumers become more sophisticated in navigating the Web, they are turning to trusted sources of news and information, like newspapers, instead of content aggregators or portals.”
- Shawn Riegsecker, President, Centro
#1 Local Site in Top Markets
• Newspaper Web sites #1 in Top 10 Markets
• Newspaper Web sites #1 in 22 of the Top 25 Markets
Source: Newspaper National Network LP comScore – December 2008– 12 Month Average Unique Visitors
#1 Local Site in the Region
Newspapers Own the #1 Local Web site in 22 of the Top 25 Markets
Source: comScore January 2008 – December 2008 Average Unique Visitors 18+
DMA 1 -12 DMA 13-25
New York - NYTimes.com Tampa/St. Petersburg – Baynews9.com
Los Angeles - LATimes.com Seattle – SeattleTimes.com
Chicago - Chicagotribune.com Minneapolis/St. Paul – StarTribune.com
Philadelphia - Philly.com Miami/Ft. Lauderdale – Sentinel.com
Dallas/Ft. Worth - Dallasnews.com Cleveland – Cleveland.com
San Francisco – SFGate.com Denver – 9News.com NBC
Boston - Boston.com Orlando – OrlandoSentinel.com
Atlanta - AJC.com Sacramento – SacBee.com
Washington DC - WashingtonPost.com
Saint Louis – STLToday.com
Houston - Chron.com Portland – Oregonlive.com
Detroit - ClickonDetroit.com – Channel 4 NBC
Pittsburgh- Post-Gazette.com
Phoenix – AZCentral.com Charlotte – Charlotte.com
Indianapolis – IndyStar.com
Reason #2
Newspaper Web sites Are Continually
Growing.
Audience Growing At More Than Twice the Rate of The Internet
Source: //NetRatings NetView Custom Analysis 2009
Percent Growth In Unique Visitors, Same Period, Year-Ago
3.2%
10.5%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
Q1 '09 Internet Growth Q1 '09 NewspaperWebsites
Accelerating Growth
Unique visitors to newspaper web sites totaled 73.3 million in the 1st quarter of 2009 – 11% increase over the same period last year.
Page views averaged over 3.5 billion per month throughout the quarter, compared with 3.1 billion during the same period last year.
44% of all active internet users visited newspaper web sites.
Source: Nielsen Online – Adults 18+ - 2009
Online Newspaper Audience Continues to Grow
Unique Users January 2004 – January 2009
30,000,000
40,000,000
50,000,000
60,000,000
70,000,000
80,000,000
Jan
-04
May-0
4
Sep
-04
Jan
-05
May-0
5
Sep
-05
Jan
-06
May-0
6
Sep
-06
Jan
-07
May-0
7
Sep
-07
Jan
-08
May-0
8
Sep
-08
Jan
-09
43,330
73,308,926
Up 77%
Source: Nielsen Online – Adults 18+ - 2009
Local online users trust Newspaper Web sites more than local TV station sites, portals, online yellow pages, city guides, local magazines sites
and classifieds!
Source: Online Publishers Association (OPA) and Jupiter Research, 2008
77% of frequent web visitors are more
satisfied with local content on Newspaper Web sites vs. portals
Q: About how often do you visit the following sites? (select one)Q: How satisfied are you with the way your local community is covered by the following Web sites? (select one for each)
Source: Online Publishers Association - Local Online Media: From Advertising to Action – Jupiter Research - August 2008
Reason #3
Newspaper Web sites Offer Engaging Products and
Services.
Newspaper Web sites Provide Functionality and Web 2.0
Features• Some of the types of interactive features offered on the
web sites of the top 100 US Newspapers in 2007 and 2008 are as follows:
• RSS• Blogs• Niche• Video• Online Portals• Social Networking (Facebook)• Mobile
Source: Bivins Group 2008
Reason #4
Newspaper Web sites Extend Local Reach For Advertisers.
“Local businesses of all types are realizing that they need a visible online presence in order to compete in their marketplace.”
- Blizzard Internet Marketing, August 2008
Currently, 66% of Newspaper Online Revenue is Local
Total= Approximately $3.2 Billion
66%
34%
$1.1 Billion
$2.1 Billion
Local
National
Source: Borrell Associates May 2008
Source: Borrell Associates, 2008
“With strong brands and trusted environments, local media sites deliver concrete
results for advertisers.”
- Pam Horan, President Online Publisher’s Association
Reason #5
Newspaper Web sites Encourage Action!
46% of local online 46% of local online content users took content users took action after seeing action after seeing ads on a local ads on a local Newspaper Web Newspaper Web site.site.
Action!
Online Publishers Association and Jupiter Research’s Spring 2008
“Brands are starting to realize just because content and advertising is delivered digital
doesn’t mean the rules for successful advertising have changed. Amazing
creative placed with highly-regarded and well-respected media brands, like online
newspapers, is still the most effective way to build brands and drive ROI.”
- Shawn Riegsecker, President, Centro
Newspaper Web site Visitors Spend More Online
• 44% of those who visited newspaper web sites in the past 30 days spent $500 or more in online purchases in the twelve months.
• That compares with 37% of Internet users overall.
Source: Scarborough Research, Multi-Market Release 2, 2008 12 months.
56% of adults trust
ads on a Newspaper Web site.
Source: OPA and Jupiter Research, August 2008
Why Use Newspaper Web sites?
Five Good Reasons…
Newspaper Web sites…
#1 - Reach engaged audiences.
#2 – Are continually growing.
#3 – Offer engaging products and services.
#4 – Extend local reach for advertisers.
#5 – Encourage action.
Don’t Miss The Train
Newspaper Web sites = Localmotion!
Include Newspaper Web sites in your advertising plans today!