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									                                Shaping
                                 the Future
                               of the Newspaper

                                  Added value
                                  advertising
                   How can we give our advertisers a better return
                          on their advertising investment?




 Shaping
  the Future
of the Newspaper
     Added value advertising


     • Newspapers are under pressure to deliver results for
       advertisers more than ever before.
     • They need to demonstrate that their medium works harder
       and faster than other media.
     • And they need to augment their advertising packages with
       complementary services such as events, sales promotion,
       leaflets, direct marketing, to bring the advertiser ever
       greater value and results.




 Shaping
  the Future
of the Newspaper
     Added value advertising
     Giving advertisers a better return on their investment?
                                                                     Markets
                                                   current                               new

                                                                         • Database services
                                current


                                          • Increase advertising
                                            effectiveness                • Targeted distribution

                                          • Audience pricing             • Internet distribution
          Products / services




                                          • Improve service levels       • “Out-of-market”
                                                                           distribution


                                                                         • Direct mail
                                          • Features and                 • PR
                                            supplements programme        • POS and design services
                                          • Leaflets and inserts         • Customer surveys
                                          • Segmented products
                                new




                                                                         • Mobile and email services

 Shaping
  the Future
of the Newspaper                                                                               Acknowledging Igor Ansoff
     Added value advertising                                                                                                                current
                                                                                                                                                          Markets
                                                                                                                                                                              new




     Giving advertisers a better return on their investment?
                                                                                                                                   •   Increase
                                                                                                                                                                    •   Database services




                                                                                                                         current
                                                                                                                                       advertising
                                                                                                                                       effectiveness                •   Targeted
                                                                                                                                   •   Audience pricing                 distribution
                                                                                                                                   •




                                                                                                   Products / services
                                                                                                                                       Improve service              •   Internet distribution
                                                                                                                                       levels




                                                                     Markets                                                       •   Features and
                                                                                                                                       supplements
                                                                                                                                       programme
                                                                                                                                                                    •
                                                                                                                                                                    •
                                                                                                                                                                    •
                                                                                                                                                                        Direct mail
                                                                                                                                                                        PR
                                                                                                                                                                        POS and design
                                                                                                                                                                        services



                                                   current                               new
                                                                                                                                   •   Leaflets and                 •   Customer surveys




                                                                                                                         new
                                                                                                                                       inserts
                                                                                                                                                                    •   Mobile and email
                                                                                                                                                                        services




                                                                         • Database services
                                current


                                          • Increase advertising
                                            effectiveness                • Targeted distribution

                                          • Audience pricing             • Internet distribution
          Products / services




                                          • Improve service levels       • “Out-of-market”
                                                                           distribution


                                                                         • Direct mail
                                          • Features and                 • PR
                                            supplements programme        • POS and design services
                                          • Leaflets and inserts         • Customer surveys
                                          • Segmented products
                                new




                                                                         • Mobile and email services

 Shaping
  the Future
of the Newspaper
     Added value advertising
     Increase advertising effectiveness


                                    “Half my
                           advertising works”
          Who is he
          kidding?
                                          Lord Leverhume

 Shaping
  the Future
of the Newspaper
     Added value advertising
     Measuring advertising effectiveness


                                   The Sun
                             Reading traffic per page
             80

             70
                                                                Male
                                                                Female
             60

             50

             40

             30

             20

             10

             0

 Shaping
  the Future
of the Newspaper                                  Source: eVolt.Co/Newspaper Society
     Added value advertising
     Increase advertising effectiveness


                     “Too many advertising
                   campaigns fail to deliver…

        … not because of the newspaper medium,
           but because of the advertisements”




 Shaping
  the Future
of the Newspaper
     Added value advertising
     Measuring advertising effectiveness
     Five levels of measurement
     Average issue readership    readership of the title


                                 readership of a newspaper on a specific
     Issue specific readership
                                 day

                                 reading traffic that is exposed to an
     Page readership
                                 advertisement

                                 actual numbers of people who read the
     Advertisement readership
                                 advertisement

                                 number of people who respond to the
     Advertisement response
                                 advertisement.

 Shaping
  the Future
of the Newspaper
     Added value advertising
     Measuring advertising effectiveness
     Five levels of measurement
     Average issue readership    readership of the title currently
                                           What we do

                                 readership of a newspaper on a specific
     Issue specific readership
                                 day

                                 reading traffic that is exposed to an
     Page readership                 What the media buyer is seeking
                                 advertisement

                                 actual numbers of people who read the
     Advertisement readership
                                 advertisement

                                 number of people who respond to the
     Advertisement response              What the advertiser wants
                                 advertisement.

 Shaping
  the Future
of the Newspaper
     Added value advertising
     Measuring advertising effectiveness
     Five levels of measurement
                                 Current international measure of
     Average issue readership
                                 readership.

                                 Readership indexed and priced according
     Issue specific readership
                                 to actual daily circulation.

                                 QRP projects – Denmark, Netherlands,
     Page readership
                                 Norway.

                                 Media buyers increasingly undertaking
     Advertisement readership    their own measures of press
                                 effectiveness.

     Advertisement response      ?

 Shaping
  the Future
of the Newspaper
     Added value advertising
     Increase advertising effectiveness


                             Advertising
                            effectiveness
                                   =
                         The effectiveness
                            of the medium
                                   X
                         The effectiveness
                        of the advertisement


 Shaping
  the Future
of the Newspaper
     Added value advertising
     Measuring advertising effectiveness

                                                            Remodelled size effect (key categories only)
                              16

                              14                                                                                       Cable TV

                              12
                                                                                                        DIY
                                                                                                                                   McDonalds
          Readership levels




                              10
                                                                                                                    Electrical
                                                                                     TV progs
                               8
                                                                          ENTS MEAN.
                                                                       Cinema        Dept Stores
                                                            Leisure Parks
                               6
                                                                                                              Motors FURNITURE MEAN
                                                      Concerts             Health                      Mixed Furniture
                                                                  Travel                                               Suites
                               4                                     Mobile phones              Beds
                                                    Restaurants
                                                               Insurance
                               2
                                       Clubs                                                                                       R2 = 0.3657
                               0
                                   0           10         20          30        40       50        60          70          80     90         100
                                                                            Ad size (percentage of page)



 Shaping
  the Future
of the Newspaper                                                                                              Source: eVolt.Co/Newspaper Society
     Added value advertising
     Measuring advertising effectiveness

     • Reading and noting study across all content and advertising
     • Measure readership of all advertisements
        • Against size
        • Category
        • Position in the newspaper

     • Provide index of readership for each advertiser/
       advertisement by category.




 Shaping
  the Future
of the Newspaper
     Added value advertising
     Measuring advertising effectiveness

     • Advertisers receive monthly report showing:
        • Exposure in terms of
           • Readership traffic
           • Reach and frequency
        • Advertisement readership

     • Comparisons with competitors
        • Share of audience
           • Exposed
           • Read

     • Monthly “excuse” to brief the advertiser

 Shaping
  the Future
of the Newspaper
     Added value advertising                                                                     current
                                                                                                               Markets
                                                                                                                                   new




     Audience pricing
                                                                                        •   Increase
                                                                                                                         •   Database services




                                                                              current
                                                                                            advertising
                                                                                            effectiveness                •   Targeted
                                                                                        •   Audience pricing                 distribution
                                                                                        •




                                                        Products / services
                                                                                            Improve service              •   Internet distribution
                                                                                            levels


                                                                                                                         •   Direct mail
                                                                                        •   Features and                 •   PR
                                                                                            supplements                  •   POS and design
                                                                                            programme                        services
                                                                                        •   Leaflets and                 •   Customer surveys




                                                                              new
                                                                                            inserts
                                                                                                                         •   Mobile and email
                                                                                                                             services




     • QRP provides currency for charging
     • Traffic measurement provides justification for price
       premiums:
        • Scale of audience
        • Relevance of audience

     • Need to identify points of least resistance:
        • How much does the advertiser need the medium?
        • What pricing measures will increase their loyalty and
          frequency.
        • How much of their perceived value driven by the
          effectiveness of the advertisement rather than the
          effectiveness of the medium?
 Shaping
  the Future
of the Newspaper
     Added value advertising
     Audience pricing




                          Topical advertising




 Shaping
  the Future
of the Newspaper
     Added value advertising                                                  current
                                                                                            Markets
                                                                                                                new




     Improve service levels
                                                                     •   Increase
                                                                                                      •   Database services




                                                           current
                                                                         advertising
                                                                         effectiveness                •   Targeted
                                                                     •   Audience pricing                 distribution
                                                                     •




                                     Products / services
                                                                         Improve service              •   Internet distribution
                                                                         levels


                                                                                                      •   Direct mail
                                                                     •   Features and                 •   PR
                                                                         supplements                  •   POS and design
                                                                         programme                        services
                                                                     •   Leaflets and                 •   Customer surveys




                                                           new
                                                                         inserts
                                                                                                      •   Mobile and email
                                                                                                          services




                   Do we service
                   our advertisers
                     according to
                    their needs….
 Shaping
                     …. or ours?
  the Future
of the Newspaper
                                                                                                                                   •   Increase




     Added value advertising
                                                                                                                                                          •   Database services




                                                                                                                         current
                                                                                                                                       advertising
                                                                                                                                       effectiveness      •   Targeted
                                                                                                                                   •   Audience pricing       distribution
                                                                                                                                   •




                                                                                                   Products / services
                                                                                                                                       Improve service    •   Internet distribution
                                                                                                                                       levels


                                                                                                                                                          •   Direct mail




     Product and service extension
                                                                                                                                   •   Features and       •   PR
                                                                                                                                       supplements        •   POS and design
                                                                                                                                       programme              services
                                                                                                                                   •   Leaflets and       •   Customer surveys




                                                                                                                         new
                                                                                                                                       inserts
                                                                                                                                                          •   Mobile and email
                                                                                                                                                              services




                                                                     Markets
                                                   current                               new

                                                                         • Database services
                                current


                                          • Increase advertising
                                            effectiveness                • Targeted distribution

                                          • Audience pricing             • Internet distribution
          Products / services




                                          • Improve service levels       • “Out-of-market”
                                                                           distribution


                                                                         • Direct mail
                                          • Features and                 • PR
                                            supplements programme        • POS and design services
                                          • Leaflets and inserts         • Customer surveys
                                          • Segmented products
                                new




                                                                         • Mobile and email services

 Shaping
  the Future
of the Newspaper
                                                                               •   Increase




     Added value advertising
                                                                                                      •   Database services




                                                                     current
                                                                                   advertising
                                                                                   effectiveness      •   Targeted
                                                                               •   Audience pricing       distribution
                                                                               •




                                               Products / services
                                                                                   Improve service    •   Internet distribution
                                                                                   levels


                                                                                                      •   Direct mail




     Features and supplement programmes
                                                                               •   Features and       •   PR
                                                                                   supplements        •   POS and design
                                                                                   programme              services
                                                                               •   Leaflets and       •   Customer surveys




                                                                     new
                                                                                   inserts
                                                                                                      •   Mobile and email
                                                                                                          services




        Customer     Category         Market   Opportunity
         driven       driven          driven     driven




 Shaping
  the Future
of the Newspaper
     Added value advertising
     Leaflets and inserts

     • Are we exploiting the latest inserting technologies:

           • Address specific capability

           • Fine-zoning

           • New insert concepts

           • Leaflet pages




 Shaping
  the Future
of the Newspaper
     Added value advertising
     Leaflets and inserts
     Value and growth (measured markets)
     $US
          5                                                                                 5

          4                                                                                 4

          3                                                                                 3

          2                                                                                 2

          1                                                                                 1

          0                                                                                 0
                   1997          1998           1999            2000               2001

                          Insert revenue per copy      % of advertising revenues

 Shaping
  the Future
of the Newspaper                                                            Source: World Press Trends
     Added value advertising
     Segmented products

     • Identify sub-groups of the subscription base to target with
       niche products;
     • Tailor gifts to reward subscribers by repurposing current
       content:
           • Recipe books
           • Travel guides
           • Leisure and sports products
     • Fund new products through premium rated advertising.




 Shaping
  the Future
of the Newspaper
     Added value advertising
     Seeking new markets
                                                                     Markets
                                                   current                               new

                                                                         • Database services
                                current


                                          • Increase advertising
                                            effectiveness                • Targeted distribution

                                          • Audience pricing             • Internet distribution
          Products / services




                                          • Improve service levels       • “Out-of-market”
                                                                           distribution


                                                                         • Direct mail
                                                                         • PR
                                          • Features and
                                                                         • POS and design services
                                            supplements programme
                                                                         • Customer surveys
                                          • Leaflets and inserts
                                new




                                                                         • Mobile and email services

 Shaping
  the Future
of the Newspaper
     Added value advertising                                                                   current
                                                                                                             Markets
                                                                                                                                 new




     Database services and targeted distribution
                                                                                      •   Increase
                                                                                                                       •   Database services




                                                                            current
                                                                                          advertising
                                                                                          effectiveness                •   Targeted
                                                                                      •   Audience pricing                 distribution
                                                                                      •




                                                      Products / services
                                                                                          Improve service              •   Internet distribution
                                                                                          levels




     The value of non-readers
                                                                                                                       •   Direct mail
                                                                                      •   Features and                 •   PR
                                                                                          supplements                  •   POS and design
                                                                                          programme                        services
                                                                                      •   Leaflets and                 •   Customer surveys




                                                                            new
                                                                                          inserts
                                                                                                                       •   Mobile and email
                                                                                                                           services




     • Help recruitment advertisers hire the best people by
       targeting your non-subscribers:
        • Identify non-reading prospects from your subscription
           database;
        • Send them the copy with the advertisement
        • Extend the reach for the advertiser
        • Fund valued sampling to non-subscribers
     • Top-up advertisers’ coverage by distributing to non-readers
       in key geographic locations;
     • Set up shared database projects with major advertisers:
        • Identify new prospects
        • Develop new product lines
        • Introduce new channels to market
 Shaping
  the Future
of the Newspaper
     Added value advertising
     The importance of context



                      Future media usage
                   will be driven by context
                   as much as by content.




 Shaping
  the Future
of the Newspaper
                                                                                                                                   •   Increase




     Added value advertising
                                                                                                                                                          •   Database services




                                                                                                                         current
                                                                                                                                       advertising
                                                                                                                                       effectiveness      •   Targeted
                                                                                                                                   •   Audience pricing       distribution
                                                                                                                                   •




                                                                                                   Products / services
                                                                                                                                       Improve service    •   Internet distribution
                                                                                                                                       levels


                                                                                                                                                          •   Direct mail




     Diversified development
                                                                                                                                   •   Features and       •   PR
                                                                                                                                       supplements        •   POS and design
                                                                                                                                       programme              services
                                                                                                                                   •   Leaflets and       •   Customer surveys




                                                                                                                         new
                                                                                                                                       inserts
                                                                                                                                                          •   Mobile and email
                                                                                                                                                              services




                                                                     Markets
                                                   current                               new

                                                                         • Database services
                                current


                                          • Increase advertising
                                            effectiveness                • Targeted distribution

                                          • Audience pricing             • Internet distribution
          Products / services




                                          • Improve service levels       • “Out-of-market”
                                                                           distribution


                                                                         • Direct mail
                                                                         • PR
                                          • Features and
                                                                         • POS and design services
                                            supplements programme
                                                                         • Customer surveys
                                          • Leaflets and inserts
                                new




                                                                         • Mobile and email services

 Shaping
  the Future
of the Newspaper
                                                                                           •   Increase




     Added value advertising
                                                                                                                  •   Database services




                                                                                 current
                                                                                               advertising
                                                                                               effectiveness      •   Targeted
                                                                                           •   Audience pricing       distribution
                                                                                           •




                                                           Products / services
                                                                                               Improve service    •   Internet distribution
                                                                                               levels


                                                                                                                  •   Direct mail




     Design services
                                                                                           •   Features and       •   PR
                                                                                               supplements        •   POS and design
                                                                                               programme              services
                                                                                           •   Leaflets and       •   Customer surveys




                                                                                 new
                                                                                               inserts
                                                                                                                  •   Mobile and email
                                                                                                                      services




     • Utilise in-house resources to create an agency service for
       smaller local advertisers:

           •   Direct mail
           •   Point of sale
           •   Stationery
           •   Production of advertising for other media

     • Introduce a points system where advertisers are rewarded
       with additional services, based on increased advertising
       expenditure:



 Shaping
  the Future
of the Newspaper
                                                                                      •   Increase




     Added value advertising
                                                                                                             •   Database services




                                                                            current
                                                                                          advertising
                                                                                          effectiveness      •   Targeted
                                                                                      •   Audience pricing       distribution
                                                                                      •




                                                      Products / services
                                                                                          Improve service    •   Internet distribution
                                                                                          levels


                                                                                                             •   Direct mail




     Customer surveys
                                                                                      •   Features and       •   PR
                                                                                          supplements        •   POS and design
                                                                                          programme              services
                                                                                      •   Leaflets and       •   Customer surveys




                                                                            new
                                                                                          inserts
                                                                                                             •   Mobile and email
                                                                                                                 services




     • Undertake surveys of advertisers customers

           • Point of sale
           • Telephone
           • Mail

     • Demonstrate the power of the newspaper as an advertising
       medium;
     • Help the advertiser identify weaknesses in their offer and
       marketing;
     • Share the strategy for developing their business;

     • Charge for the survey service.
 Shaping
  the Future
of the Newspaper
     Added value advertising
     Tracking patterns of consumption
     Comparisons of media usage (UK)

       50%


       40%

       30%


       20%

       10%


        0%
                   15-24         25-34       35-44          45-54              55+
                      Newspaper website          Online publication for business
                      Newspaper readership       Mobile text service

 Shaping
  the Future                                                                 Sources: Forrester,
of the Newspaper                                                  UK National Readership Survey
     Added value advertising
     Tracking patterns of consumption
     Comparisons of media usage (UK)

    100%


     80%


     60%


     40%


     20%


       0%
                   15-24          25-34           35-44         45-54             55+
                           Newspaper readership           Newspaper website
                           Mobile text service

 Shaping
  the Future                                                                       Sources: Forrester,
of the Newspaper                                                        UK National Readership Survey
     Added value advertising
     Tracking patterns of consumption
     Demography of each medium (Japan)

                   Newspaper




                   asahi.com




                      Mobile



                               0%    20%       40%       60%         80%    100%

                         under19    20-29   30-39    40-49   50-59    over 60


 Shaping
  the Future
of the Newspaper                                                                Source: Asahi Shimbun
     Added value advertising
     Access to media (Finland)

                                                                                        Movies
        Months
                                                                             Books

         Weeks                                                                       Magazines

                        Letter
Time to                                                        Newsletters
 market   Days
  Time to
                                                                                        Newspapers
   Market

          Hours
                                        The media gap

        Minutes
                                                                                           Television
                                                                                Radio
                       Telephone
      Seconds
            1
                   1               10       100         1000            10000           100000          1000000
                                                       Audience
                                                   Audience
 Shaping
  the Future                                                                                 Source: Alma Media
of the Newspaper                                                        Neuman: The Future of the Mass Audience
     Added value advertising
     Preparing for mobile


                        Our biggest opportunity
                   lies in the emergence of mobile

                      Community
                        meets content,
                          meets access,
                             meets immediacy.

 Shaping
  the Future
of the Newspaper
      Click here to order a copy of   Click here to contact the
          the SFN report on added         Director of the SFN
         value advertising and the              Project,
             ten step advertiser
           development process.            Jim Chisholm




 Shaping
  the Future
of the Newspaper

								
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