© Readership Institute Promoting Content Better Stacy Lynch Readership Institute

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Transcript of © Readership Institute Promoting Content Better Stacy Lynch Readership Institute

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Slide 2 Readership Institute Promoting Content Better Stacy Lynch Readership Institute www.readership.org Slide 3 Readership Institute 3-D Readership Driver 1.One of eight imperatives to grow readership 2.Makes the newspaper easy to read another of the 8 imperatives 3.Promotes positive brand perception yet another imperative Slide 4 Readership Institute What Is In-Paper Promotion? Standing brand promotionsStanding brand promotions Page 1 Flag Standing how to subscribe boxes Editorial refersEditorial refers Skyboxes Rails See related story on Page 10 House adsHouse ads General brand, web site, content (editorial and ads) Slide 5 Readership Institute Why does promotion work? Slide 6 Readership Institute Reading styles Describe how someone you know (who is not a journalist) reads the paperDescribe how someone you know (who is not a journalist) reads the paper Slide 7 Readership Institute Heavy Heavy Skimmer Skimmer Selective Selective Sunday heavy Sunday heavy Light Light Sunday heavy only Sunday heavy only Weekday only Weekday only Sunday light Sunday light Nonreader Nonreader 9 Types of Readers Slide 8 Readership Institute Readership Trends Source: Newspaper Association of America Newspaper Readership Among The Adult Population % Slide 9 Readership Institute Promotion Reaches At-Risk Readers *upcoming content promotion frequency Slide 10 Readership Institute Average Daily In-Paper Promotion #1 #2 Focus on these & in this order Slide 11 Readership Institute Focus Groups Taught Us Ads need to be seen Slide 12 Readership Institute Slide 13 One Works, One Doesnt Slide 14 Readership Institute Focus Groups Taught Us Subjects have to be interesting Slide 15 Readership Institute Slide 16 Slide 17 Focus Groups Taught Us Once you have the steak, make it sizzle Slide 18 Readership Institute Slide 19 Slide 20 Billboard Sunday Bulldog Slide 21 Readership Institute Focus Groups Taught Us Promotion helps readers prioritize Slide 22 Readership Institute Slide 23 Index, Upcoming Combo Slide 24 Readership Institute Slide 25 Upcoming Milwaukee Journal- Sentinel Slide 26 Readership Institute Focus Groups Taught Us One size doesnt fit all Slide 27 Readership Institute Slide 28 Note this ad sent readers backwards in the paper Slide 29 Readership Institute Slide 30 Rule #1: Promote stuff that readers want to read Dont waste space on the obvious. Slide 31 Readership Institute Slide 32 Slide 33 Slide 34 Slide 35 Slide 36 Rule #2: Sell, dont tell Short, pithy textShort, pithy text Make it visually interestingMake it visually interesting Keep it simple & clearKeep it simple & clear Sell on benefitsSell on benefits Slide 37 Readership Institute Slide 38 Slide 39 Slide 40 Tomorrow in Lifestyle, meet the REAL stars of the new Fox drama 24 All this week, Tom Jicha gives you the inside scoop on this seasons hottest shows. Slide 41 Readership Institute 8 Reasons for 7 Days Slide 42 Readership Institute Rule #3: Be specific List page numbers, not just sectionsList page numbers, not just sections Go beyond generic fillersGo beyond generic fillers Go beyond section announcementsGo beyond section announcements Say why they should read this storySay why they should read this story Slide 43 Readership Institute Slide 44 Slide 45 Slide 46 Rule #4: Use existing space better Audit your promotion, what do you run?Audit your promotion, what do you run? Are you getting the most out of the space you have.Are you getting the most out of the space you have. Kill the idea of ads as fillerKill the idea of ads as filler Slide 47 Readership Institute Slide 48 Best use of space? Slide 49 Readership Institute Classifieds experiment Slide 50 Readership Institute Rule #5: Make promotion routine Audit your promotion, what do you run?Audit your promotion, what do you run? Are you getting the most out of the space you have.Are you getting the most out of the space you have. Kill the idea of ads as fillerKill the idea of ads as filler Slide 51 Readership Institute Billings experiment Slide 52 Readership Institute Upcoming: Section-by- section Upcoming content is promoted at the bottom of the rail on each section front Slide 53 Readership Institute Donut Production hurdles Slide 54 Readership Institute Slide 55 For more resources visit: www.readership.org/resources/reports.htm