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Page 1: © Readership Institute Promoting Content Better Stacy Lynch Readership Institute .

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Promoting Content Promoting Content BetterBetter

Stacy LynchStacy LynchReadership InstituteReadership Institutewww.readership.orgwww.readership.org

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3-D Readership Driver3-D Readership Driver

1.1. One of eight imperatives to grow One of eight imperatives to grow readershipreadership

2.2. Makes the newspaper “easy to read” – Makes the newspaper “easy to read” – another of the 8 imperativesanother of the 8 imperatives

3.3. Promotes positive brand perception – yet Promotes positive brand perception – yet another imperativeanother imperative

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What Is In-Paper What Is In-Paper Promotion?Promotion?

• Standing brand promotionsStanding brand promotions– Page 1 FlagPage 1 Flag

– Standing ‘how to subscribe’ boxesStanding ‘how to subscribe’ boxes

• Editorial refersEditorial refers– SkyboxesSkyboxes

– RailsRails

– ‘‘See related story on Page 10’See related story on Page 10’

• House adsHouse ads– General brand, web site, content (editorial and General brand, web site, content (editorial and

ads)ads)

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Why does Why does promotion work?promotion work?

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•HeavyHeavy

•SkimmerSkimmer

•SelectiveSelective

•Sunday heavySunday heavy

•LightLight

•Sunday heavy onlySunday heavy only

•Weekday onlyWeekday only

•Sunday lightSunday light

•NonreaderNonreader

9 Types of Readers9 Types of Readers

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Readership TrendsReadership Trends

Source: Newspaper Association of America

0

10

20

30

40

50

60

70

80

90

100

1970 1975 1980 1985 1990 1995 2000 2005 2010

Daily

Sunday

Newspaper Readership Among Newspaper Readership Among The Adult PopulationThe Adult Population

%%

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Promotion Reaches At-Risk Promotion Reaches At-Risk ReadersReaders

Age <35 Age 35-54 Age 54+ Men Women

Effec

t on

bra

nd p

erce

ptio

n

*upcoming content promotion frequency

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Average Daily In-Paper Average Daily In-Paper PromotionPromotion

0

2

4

6

8

10

12

General Same-dayContent

UpcomingContent

Website

Num

ber

of it

ems

per

day

#1#1#2#2

Focus on Focus on these & in this these & in this

orderorder

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Focus Groups Taught UsFocus Groups Taught Us

Ads need to be seenAds need to be seen

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One Works, One Doesn’tOne Works, One Doesn’t

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Focus Groups Taught UsFocus Groups Taught Us

Subjects have to be interestingSubjects have to be interesting

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Focus Groups Taught UsFocus Groups Taught Us

Once you have the steak, make it sizzleOnce you have the steak, make it sizzle

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Billboard Sunday BulldogBillboard Sunday Bulldog

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Focus Groups Taught UsFocus Groups Taught Us

Promotion helps readers prioritizePromotion helps readers prioritize

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Index, Upcoming ComboIndex, Upcoming Combo

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Focus Groups Taught UsFocus Groups Taught Us

One size doesn’t fit allOne size doesn’t fit all

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Note this ad sent readers backwards in the paper

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Rule #1: Promote stuff that Rule #1: Promote stuff that readers want to readreaders want to read

Don’t waste space on the obvious.Don’t waste space on the obvious.

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Rule #2: Sell, don’t tellRule #2: Sell, don’t 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

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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 season’s hottest

shows.

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8 Reasons for 7 Days8 Reasons for 7 Days

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Rule #3: Be specificRule #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

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Rule #4: Use existing space Rule #4: Use existing space betterbetter

• Audit your promotion, what do you run?Audit your promotion, what do you run?

• Are you getting the most out of the space Are you getting the most out of the space you have.you have.

• Kill the idea of ads as “filler”Kill the idea of ads as “filler”

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Best use of space?Best use of space?

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Classifieds experimentClassifieds experiment

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Rule #5: Make promotion Rule #5: Make promotion routineroutine

• Audit your promotion, what do you run?Audit your promotion, what do you run?

• Are you getting the most out of the space Are you getting the most out of the space you have.you have.

• Kill the idea of ads as “filler”Kill the idea of ads as “filler”

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Upcoming: Upcoming: Section-by-Section-by-

sectionsection

Upcoming Upcoming content is content is promoted at the promoted at the bottom of the rail bottom of the rail on each section on each section frontfront

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“Donut”

Production hurdles

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For more resources visit:For more resources visit:www.readership.org/resources/reports.htmwww.readership.org/resources/reports.htm