© Readership © Readership InstituteInstitute
Promoting Content Promoting Content BetterBetter
Stacy LynchStacy LynchReadership InstituteReadership Institutewww.readership.orgwww.readership.org
© Readership © Readership InstituteInstitute
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
© Readership © Readership InstituteInstitute
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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© Readership © Readership InstituteInstitute
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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© Readership © Readership InstituteInstitute
© Readership © Readership InstituteInstitute
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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© Readership © Readership InstituteInstitute
© Readership © Readership InstituteInstitute
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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© Readership © Readership InstituteInstitute
Index, Upcoming ComboIndex, Upcoming Combo
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© Readership © Readership InstituteInstitute
Focus Groups Taught UsFocus Groups Taught Us
One size doesn’t fit allOne size doesn’t fit all
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© Readership © Readership InstituteInstitute
Note this ad sent readers backwards in the paper
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© Readership © Readership InstituteInstitute
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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© Readership © Readership InstituteInstitute
© Readership © Readership InstituteInstitute
© Readership © Readership InstituteInstitute
© Readership © Readership InstituteInstitute
© Readership © Readership InstituteInstitute
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
© Readership © Readership InstituteInstitute
© Readership © Readership InstituteInstitute
© Readership © Readership InstituteInstitute
© Readership © Readership InstituteInstitute
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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© Readership © Readership InstituteInstitute
© Readership © Readership InstituteInstitute
© Readership © Readership InstituteInstitute
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”
© Readership © Readership InstituteInstitute
© Readership © Readership InstituteInstitute
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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© Readership © Readership InstituteInstitute
For more resources visit:For more resources visit:www.readership.org/resources/reports.htmwww.readership.org/resources/reports.htm
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