Reach Non-Subscribers Effectively?

NTMC ConferenceFebruary 10, 2011

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“There’s Gold in Them Thar Zip CODES!”

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The number of media options today is growing exponentially…

The preferred media for news is quickly moving to a digital/mobile platform…

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here

44% of Adults got

their newsYesterday

(Pew research) 2010

Only 31% here

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The world is now literally atour fingertips

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…

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Digital migration reality…

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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

Internet banner44%

Internet search-engine20%

TV14%

Radio 7%

Newspaper6%

None of these9%

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AdWeek Media/Harris poll

Why…??

Ad versioning

Habit

User experience

Engagement

Privacy concerns

Most ignored

adsDemographics

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NOT something we often hear from consumers

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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%)

So how do we reach the gold…?

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Give consumers the ads they want, and make sure they want ‘em…

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• 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!

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

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“Print+” Digital Integration is key

•How can newspapers win?

Benefits:Complementary strategy

Connected messagingEffective targeting

Day part managementMassive, desirable

audience

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Why is all this so important??

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Circulation Trends

Non-Working Media Costs

PerceptionsMetrics

Digital Migration

Factors Influencin

g Advertiser

s

Not to mention this…

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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 advertisersGive ‘em what they want

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Missing the boat is not an option.

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Thank You

Dave GussePresident

Alliance Media

dave.gusse@nsamedia.com

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