Reach Non-Subscribers Effectively?

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Reach Non-Subscribers Effectively? NTMC Conference February 10, 2011 NSA Media “There’s Gold in Them Thar Zip CODES!”

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NSA Media. Reach Non-Subscribers Effectively?. “There’s Gold in Them Thar Zip CODES!”. NTMC Conference February 10, 2011. NSA Media. The number of media options today is growing exponentially…. NSA Media. The preferred media for news is quickly moving to a digital/mobile platform …. - PowerPoint PPT Presentation

Transcript of Reach Non-Subscribers Effectively?

Page 1: Reach Non-Subscribers Effectively?

Reach Non-Subscribers Effectively?

NTMC ConferenceFebruary 10, 2011

NSA Media

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

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NSA Media

The number of media options today is growing exponentially…

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

NSA Media

here

44% of Adults got

their newsYesterday

(Pew research) 2010

Only 31% here

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NSA Media

The world is now literally atour fingertips

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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…

NSA Media

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Digital migration reality…

NSA MediaNSA Media

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

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Internet banner44%

Internet search-engine20%

TV14%

Radio 7%

Newspaper6%

None of these9%

NSA MediaNSA Media

AdWeek Media/Harris poll

Why…??

Ad versioning

HabitUser

experienceEngagement

Privacy concerns

Most ignored

adsDemographics

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NSA MediaNSA Media

NOT something we often hear from consumers

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NSA MediaNSA Media

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%)

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So how do we reach the gold…?

NSA MediaNSA Media

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

NSA MediaNSA Media

• 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!

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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

NSA Media

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“Print+” Digital Integration is key

•How can newspapers win?

Benefits:Complementary strategy

Connected messagingEffective targeting

Day part managementMassive, desirable

audience

NSA Media

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Why is all this so important??

NSA MediaNSA Media

Circulation

Trends

Non-Working Media Costs

PerceptionsMetrics

Digital Migratio

n Factors Influencin

g Advertiser

s

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Not to mention this…

NSA MediaNSA Media

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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 advertisers

Give ‘em what they want

NSA Media

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Missing the boat is not an option.NSA Media

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Thank You

Dave GussePresident

Alliance [email protected]

NSA Media