About the Edmonton Journal
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Transcript of About the Edmonton Journal
Beyond the printed pageGlobalization and the creation of the internet as we know it have helped to create media-centric lives, and the Edmonton Journal has not just kept pace, but been a market leader during the years of transition from print product to multi-platform powerhouse.
We have learned not just to tell the news, but to share it and discuss it with readers across Alberta, on whichever platform they prefer.
A multi-platform powerhouse
Online12.9 million page views, 650,000 Unique Visitors
Sources: May 2011 comScore, Flurry, Omniture Site Catalyst, Flurry Analytics, NADbank 2010
Mobile1.5 million page views
Print473,900 weekly
print readers
Tablet Apps17,000+ app downloads
Breaking news continually refreshed. Find out what’s happening in Edmonton right now, and why – on any platform.
Award-winning campaigns
Sources: May 2011 comScore, Flurry, Omniture Site Catalyst, Flurry Analytics, NADbank 2010
2011 Newspapers Canada Great Idea AwardPromotional Campaign for a Daily NewspaperGrey Cup 2010 - First Place
2011 International Newsmedia Marketing Association AwardPublic Relations and Community ServiceGrey Cup 2010 - First Place
2011 International Newsmedia Marketing Association AwardMarketing Campaign with the Best ResultsTaste Alberta - Second Place
Consumers use 7.9 different media sources for local researchConsumers are starting the local buying process online, which reinforces the value of great local content, local SEO, and local visibility in general.
Kelsey Group, March 2010
In fact, consumers use 7.9 different media sources for research when looking for local products and services (up from 6.5 sources in 2009 and 5.8 in 2008, revealing a noteworthy increase in audience fragmentation).
That speaks to the importance of being visible on a number of channels.
55% of Edmonton area adults read the Edmonton Journal (printed or online) over the course of a week….that’s 513,200 people.
More people are reading the Journal in print or online than ever before in our history, and doesn’t include those readers who enjoy the Journal on their smartphones or tablets exclusively.
Highest-ever number of readers
Source: NADbank 2010
154,700 Edmontonians visited Victoria on a business or personal
trip last year.
63% of them read the Edmonton Journal in print or online last week!
Journal readers love visiting Vancouver island…
Source: NADbank 2010
32%237,300736,200Homeowner
18%33,100187,900Renter
29%273,700941,100Total
35,500
60,500
44,700
114,800
48,200
52,500
68,300
89,300
58,600
57,500
134,500
139,200
Read Journal Yesterday
22%
31%
28%
33%
28%
26%
53%
42%
22%
17%
29%
29%
Reach
159,700
192,900
160,700
352,400
172,600
203,200
129,700
214,400
267,400
329,600
464,500
476,600
TOTAL
POPULATION 18+
HHI $75,000 to $99,999
HHI $50,000 to $74,999
Professional/White Collar
Senior/Other Management
HHI $100,000 +
Blue Collar
65 +
50-64
35-49
18-34
Female
Male
Demographic reach
Source: NADbank 2010
Demographic profile
8%8%Clerical/Arts/Administrative
17%
21%
17%
37%
18%
22%
14%
23%
28%
21%
14%
49%
51%
POPULATION
14%
23%
17%
42%
18%
19%
18%
28%
24%
17%
13%
50%
50%
WEEKLY PRINT
HHI $75,000 to $99,999
HHI $50,000 to $74,999
Professional/White Collar
Senior/Other Management
HHI $100,000 +
Blue Collar
65 +
50-64
35-49
25-34
18-24
Female
Male
How to read:
• People aged 35-49 make up 28% of Edmonton’s total population.
• People aged 35-49 make up 24% of the Journal’s weekly print readership.
Sample advertorials
Sample banner ad
Sample ads
Digital platformsThe Edmonton Journal is committed to delivering news and information wherever our users desire it, whether it's on their computer, on their mobile phone or in the paper. In short, wherever they are, that's where we want to be.
Online newspapers
•63% of all Canadians who use the internet visit a newspaper website every month
• Postmedia newspapers are the #1 online newspaper group in Canada
55%Television sites
26%Radio sites
16%Shaw
29%Rogers
37%AOL
56%Bell Media
60%Yahoo! Sites
63%Newspaper sites
83%Facebook.com
95%Microsoft Sites
96%Google Sites
Top Sites in Canada
Edmonton media websites
Online Page View growth
At the beginning of 2011, the Edmonton Journal (along with all Postmedia papers), embraced a new strategy of providing the best local news content through a variety of new and exciting ways.
Our page view growth to our main online news site, EDMONTONJOURNAL.com, has been on the rise to record levels since.
12,906,626Page ViewsJuly 2011
Because the Edmonton Journal actively drives users back and forth between online and offline versions of our brand, we provide a variety of creative and effective ways to drive traffic and sales for our advertisers.
8%8%Clerical/Arts/Administrative
17%
21%
17%
37%
18%
22%
14%
23%
28%
14%
49%
51%
EDMONTON POPULATION
20%HHI $75,000 to $99,999
18%HHI $50,000 to $74,999
29%Professional/White Collar
20%Senior/Other Management
45%HHI $100,000 +
10%Blue Collar
9%65 +
23%50-64
32%35-49
37%18-34
52%Female
48%Male
WEEKLY ONLINE JOURNAL READERS
How to read:
• Women make up 49% of Edmonton’s total population.
• Women make up 52% of the Journal’s weekly online readers.
Source: NADbank 2010, Edmonton Journal weekly online readers
Online reader profile
1,486,4871,388,486
1,240,200
1,015,100
1,003,100
853,400
895,800
790,300
790,600
702,395
650,466
673,860
632,726
437,159 518,000
386,095367,732
266,883238,221
178,367117,913
111,403
60,518
Sep.0
9
Oct
.09
Nov.09
Dec.0
9
Jan.1
0
Feb.1
0
Mar
.10
Apr.10
May
.10
Jun.1
0
Jul.1
0
Aug.10
Sep.1
0
Oct
-10
Nov-10
Dec-1
0
Jan-1
1
Feb-1
1
Mar
-11
Apr-11
May
-11
Jun-1
1
Jul-1
1
Aug-11
Mobile Page Views
The Edmonton Journal’s mobile web site is the definitive mobile news source for Edmonton, providing the latest in local and national breaking news on-the-go through mobile devices.
1,501,406Mobile Page Views
July 2011
Mobile advertising
By 2013, mobile phones will replace PCs as the most common device for Web access.*
• 300 X 50 static (gif or jpeg file) ad position at the top of every page.
• Ad can take user to advertiser web site or to a mobile-optimized site.
OPPORTUNITY
*Source: Gartner's Top Predictions for IT Organizations and Users, 2010 and Beyond: A New Balance
A mobile phone is a device that a consumer carries all the time, and therefore it plays a key role in increasing the effectiveness of advertising campaigns by extending the consumer engagement period.
Also known as 2D codes, think of these as a right mouse button click for anything physical. Whenever you want more information about something, you just “click”.
Using QR codes to Reach the Busy, Mobile Consumer, interlinkONE, 2010
Strike while the iron is hot!
Consumer’s ability to respond at the very moment you pique their interest has tremendous value.
By making mobile phones the response mechanism, you remove many of the barriers to response.
Mobile barcodes
To date, the Journal has had codes in our papers or promotional events scanned close to 35,000 times in the year since launch.
Tablet appsBig news. Big experience.
Read the latest news, check the weather, stay up to date on sports and entertainment and much more. Enjoy a rich and personalized news experience that is optimized specifically for each tablet.
Connect to the only app you’ll need for news that’s happening in your neighbourhood and around the world.
There have been close to 20,000 Journal tablet apps (iPad and Playbook) downloads to date.
My Articles feature:
Saves articles to read later into a newspaper style layout. Enables users to edit articles
iPad features
Section Navigation Weather
Stories Around Me Feature: Get the hottest stories being read right now by people in your neighbourhood or across the country
Story Page Ad Unit(300 x 600)
Ad Unit 1X1(236 x 185)
Index Page Ad Unit 2 X 1 (492 x 185)
Index page ads 1x2
(236 x 390)
iPad advertising opportunities
The Postmedia network
In partnership with Yahoo!
Audience targeting – Yahoo!
The right message...to the right person...at the right time.
The Edmonton Journal’s audience solutions, enhanced by Yahoo!’s digital reach and extensive audience targeting capabilities, provide powerful reach and results that deliver the right audience with the right solution at the right time.
Campaigns through the Edmonton Journal can be targeted to specific types of users across the entire Yahoo! Network, by behavioral or gender targeting.
• Travel• Real Estate/Residential purchases and services
• Financial
• Education/College and Post-Secondary
• Parenting and Children
• Retail and Home Improvements
• Small Business and B2B
• Technology
• Automotive
• Telecommunications
• Life Stages Moving
• Health & Pharmaceutical
• Entertainment
• Golf
• Sports
Behavioral Targets Available:
Audience targeting - Divine.caCanada’s Online Women’s Magazine
Established in 2005, Divine.ca is one of the top 15 most visited websites for Canadian Women 18-49.
With over 600,000 unique monthly visitors, 330,000 eNewsletter subscribers and an average of 5 page views per visit and daily updated content.
Who visits Divine.ca?
• Oilersnation.com is a “blog” site developed in Edmonton that houses discussions centered around Edmonton’s hockey teams and fans
• Most of the bloggers on the site have strong ties to traditional media
• The site is in the traffic growth stage and the brand is currently expanding to all other NHL markets in Canada
• Campaigns through the Edmonton Journal
Audience targeting – Oilers Nation
Social media
The Journal sets the bar high in social media. We can help get you set up, advise you, and incorporate a social media strategy into your overall campaign.