Make Your OnlineAdvertising More Effective A Case For Using Local Newspaper Web sites
Newspaper Web sites = Localmotion!
“Everything important is local…” -Bill Schrier, Chief Technology Officer, City of Seattle
All Business Is Local"Successful brands are ones that have been able to turn the local market place into the local marketi...
“Localization is a key component of Macy’sstrategic formula for continued growth andsuccess… As we provide for more local ...
The Value Proposition of Newspaper Web sites
Five Good Reasons…
Newspaper Web sites…#1 – Reach engaged audiences.#2 – Are continually growing.#3 – Offer engaging products and services.#4...
Reason #1Newspaper Web sitesReach Engaged Local Audiences.
Newspaper Web site Visitors: • 40% of those employe...
FCC Network Visitors: 20% over $100k 63% ...
Women Use Newspaper Web sites! Index to ...
Men Use Newspaper Web sites! % Composition ...
Hispanics Use Newspaper Web sites! ...
“As consumers become more sophisticated innavigating the Web, they are turning totrusted sources of news and information, ...
#1 Local Site in Top Markets • Newspaper Web sites #1 in Top 10 Markets • Newspaper Web sites #1 in 22 of th...
#1 Local Site in the Region
Newspapers Own the #1 Local Web site in 22 of the Top 25 Markets DMA 1 -...
Reason #2Newspaper Web sites Are Continually Growing.
Audience Growing At More Than Twice the Rate of The Internet Per...
Accelerating Growth Unique visitors to newspaper web sites totaled 73.3 million in the 1st quarter...
Online Newspaper Audience Continues to Grow 80,000,000 ...
Local online users trust Newspaper Web sites more than local TV station sites, portals, online yellow pages...
77% of frequent webvisitors are more satisfied with local content onNewspaper Web sites vs. portals Source: On...
Reason #3 Newspaper Web sites OfferEngaging Products and Services.
Newspaper Web sites ProvideFunctionality and Web 2.0 Features• Some of the types of interactive features offered on the we...
Reason #4Newspaper Web sites Extend Local Reach For Advertisers.
“Local businesses of all types are realizing that they need a visible online presence in order to compete in their ...
Currently, 66% of Newspaper Online Revenue is Local Total= Approxim...
Source: Borrell Associates, 2008
“With strong brands and trustedenvironments, local media sites deliver concrete results for advertisers.” ...
Reason #5Newspaper Web sites Encourage Action!
Action!46% of local onlinecontent users tookaction after seeingads on a localNewspaper Web site.Online Publishers Associat...
“Brands are starting to realize just becausecontent and advertising is delivered digital doesn’t mean the rules for succe...
Newspaper Web site Visitors Spend More Online • 44% of those who visited newspaper web ...
56% of adults trust ads on a Newspaper Web site.Source: OPA and Jupiter Research, August 2008
Why Use Newspaper Web sites?
Five Good Reasons…
Newspaper Web sites…#1 - Reach engaged audiences.#2 – Are continually growing.#3 – Offer engaging products and services.#4...
Don’t Miss The TrainNewspaper Web sites = Localmotion!
Include Newspaper Web sitesin your advertising plans today!
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Naa Digital Value Proposition

DIGITAL - A Value Proposition
Published on: Mar 3, 2016
Source: www.slideshare.net


Transcripts - Naa Digital Value Proposition

  • 1. Make Your OnlineAdvertising More Effective A Case For Using Local Newspaper Web sites
  • 2. Newspaper Web sites = Localmotion!
  • 3. “Everything important is local…” -Bill Schrier, Chief Technology Officer, City of Seattle
  • 4. All Business Is Local"Successful brands are ones that have been able to turn the local market place into the local marketing place.” - AllAboutBranding.com
  • 5. “Localization is a key component of Macy’sstrategic formula for continued growth andsuccess… As we provide for more local decisionmaking in every Macy’s community, we aretailoring our merchandise assortments, spaceallocations, service levels, visual merchandisingand special events store-by-store.” - Source: Macys Inc, 2008 Annual Report, page 2
  • 6. The Value Proposition of Newspaper Web sites
  • 7. Five Good Reasons…
  • 8. Newspaper Web sites…#1 – Reach engaged audiences.#2 – Are continually growing.#3 – Offer engaging products and services.#4 – Extend local reach for advertisers.#5 – Encourage action.
  • 9. Reason #1Newspaper Web sitesReach Engaged Local Audiences.
  • 10. Newspaper Web site Visitors: • 40% of those employed in management, financial operations or professional & related occupations. • 40% of those have at least a four-year college degree. • FCC Network – 63% • 44% of those have a post- graduate degree. • 46% of those have an individual income of $150,000 or more.Source: Scarborough Research, Multi-Market Release 2, 2008 12 months.Visited newspaper website in past 30 days.
  • 11. FCC Network Visitors: 20% over $100k 63% over 35 1,030,537 63% people College & Grad 37% School under 35 605,236 people
  • 12. Women Use Newspaper Web sites! Index to % Total Index to Composition Total Online Women Age 25 to 34 22% 128 109 35 to 44 24% 127 108 HH Income $75,000 + 49% 144 103 Education College Graduate 38% 159 116 s Home Own Ownership their 75% 106 100 HomeBase: 22,560,463 Female Adults who visited newspaper website past 30 daysSource: 2008 Scarborough Multi-Market Report
  • 13. Men Use Newspaper Web sites! % Composition Index to Total Index to Total Online Men Age 25 to 34 22% 115 108 35 to 44 24% 122 110 HH Income $75,000 + 61% 205 127 Education College 46% 170 139 Graduates Home Own their 78% 108 104 Ownership HomeBase: 22,555,774 Male Adults who visited newspaper website past 30 daysSource: 2008 Scarborough Multi-Market Report
  • 14. Hispanics Use Newspaper Web sites! Index to Total % Composition HispanicsAge 25 to 34 30% 104 35 to 44 25% 113HH Income $75,000 + 43% 174Education College Graduates 26.8% 233Home Own theirOwnership Home 75% 124Base: 4,762,882 Adult Hispanics who visited newspaper website past 30 daysSource: 2008 Scarborough Multi-Market Report
  • 15. “As consumers become more sophisticated innavigating the Web, they are turning totrusted sources of news and information, likenewspapers, instead of content aggregatorsor portals.” - Shawn Riegsecker, President, Centro
  • 16. #1 Local Site in Top Markets • Newspaper Web sites #1 in Top 10 Markets • Newspaper Web sites #1 in 22 of the Top 25 MarketsSource: Newspaper National Network LP  comScore – December 2008– 12 Month Average Unique Visitors
  • 17. #1 Local Site in the Region
  • 18. Newspapers Own the #1 Local Web site in 22 of the Top 25 Markets DMA 1 -12 DMA 13-25 New York - NYTimes.com Tampa/St. Petersburg – Baynews9.com Los Angeles - LATimes.com Seattle – SeattleTimes.com Chicago - Chicagotribune.com Minneapolis/St. Paul – StarTribune.com Philadelphia - Philly.com Miami/Ft. Lauderdale – Sentinel.com Dallas/Ft. Worth - Dallasnews.com Cleveland – Cleveland.com San Francisco – SFGate.com Denver – 9News.com NBC Boston - Boston.com Orlando – OrlandoSentinel.com Atlanta - AJC.com Sacramento – SacBee.com Washington DC - WashingtonPost.com Saint Louis – STLToday.com Houston - Chron.com Portland – Oregonlive.com Detroit - ClickonDetroit.com – Channel 4 NBC Pittsburgh- Post-Gazette.com Phoenix – AZCentral.com Charlotte – Charlotte.com Indianapolis – IndyStar.comSource: comScore January 2008 – December 2008 Average Unique Visitors 18+
  • 19. Reason #2Newspaper Web sites Are Continually Growing.
  • 20. Audience Growing At More Than Twice the Rate of The Internet Percent Growth In Unique Visitors, Same Period, Year-Ago 12.0% 10.5% 10.0% 8.0% 6.0% 3.2% 4.0% 2.0% 0.0% Q1 09 I nt er net Grow t h Q1 09 New spaper W ebsit esSource: //NetRatings NetView Custom Analysis 2009
  • 21. Accelerating Growth Unique visitors to newspaper web sites totaled 73.3 million in the 1st quarter of 2009 – 11% increase over the same period last year. Page views averaged over 3.5 billion per month throughout the quarter, compared with 3.1 billion during the same period last year. 44% of all active internet users visited newspaper web sites.Source: Nielsen Online – Adults 18+ - 2009
  • 22. Online Newspaper Audience Continues to Grow 80,000,000 Unique Users January 2004 – January 2009 70,000,000 73,308,926 60,000,000 43,330 77% 50,000,000 U p 40,000,000 30,000,000 May-04 May-05 May-06 May-07 May-08 Sep-07 Sep-04 Sep-05 Sep-06 Sep-08 Jan-04 Jan-09 Jan-05 Jan-06 Jan-07 Jan-08Source: Nielsen Online – Adults 18+ - 2009
  • 23. Local online users trust Newspaper Web sites more than local TV station sites, portals, online yellow pages, city guides, local magazines sites and classifieds!Source: Online Publishers Association (OPA) and Jupiter Research, 2008
  • 24. 77% of frequent webvisitors are more satisfied with local content onNewspaper Web sites vs. portals Source: Online Publishers Association - Local Online Media: From Advertising to Action – Jupiter Research - August 2008 Q: About how often do you visit the following sites? (select one) Q: How satisfied are you with the way your local community is covered by the following Web sites? (select one for each)
  • 25. Reason #3 Newspaper Web sites OfferEngaging Products and Services.
  • 26. Newspaper Web sites ProvideFunctionality and Web 2.0 Features• Some of the types of interactive features offered on the web sites of the top 100 US Newspapers in 2007 and 2008 are as follows:• RSS• Blogs• Niche• Video• Online Portals• Social Networking (Facebook)• Mobile Source: Bivins Group 2008
  • 27. Reason #4Newspaper Web sites Extend Local Reach For Advertisers.
  • 28. “Local businesses of all types are realizing that they need a visible online presence in order to compete in their marketplace.” - Blizzard Internet Marketing, August 2008
  • 29. Currently, 66% of Newspaper Online Revenue is Local Total= Approximately $3.2 Billion National $1.1 Billion 34% $2.1 Billion 66% LocalSource: Borrell Associates May 2008
  • 30. Source: Borrell Associates, 2008
  • 31. “With strong brands and trustedenvironments, local media sites deliver concrete results for advertisers.” - Pam Horan, President Online Publisher’s Association
  • 32. Reason #5Newspaper Web sites Encourage Action!
  • 33. Action!46% of local onlinecontent users tookaction after seeingads on a localNewspaper Web site.Online Publishers Association and Jupiter Research’s Spring 2008
  • 34. “Brands are starting to realize just becausecontent and advertising is delivered digital doesn’t mean the rules for successful advertising have changed.  Amazing creative placed with highly- regarded and well-respected media brands, like online newspapers, is still the most effective way to build brands and drive ROI.” - Shawn Riegsecker, President, Centro
  • 35. Newspaper Web site Visitors Spend More Online • 44% of those who visited newspaper web sites in the past 30 days spent $500 or more in online purchases in the twelve months. • That compares with 37% of Internet users overall.Source: Scarborough Research, Multi-Market Release 2, 2008 12 months.
  • 36. 56% of adults trust ads on a Newspaper Web site.Source: OPA and Jupiter Research, August 2008
  • 37. Why Use Newspaper Web sites?
  • 38. Five Good Reasons…
  • 39. Newspaper Web sites…#1 - Reach engaged audiences.#2 – Are continually growing.#3 – Offer engaging products and services.#4 – Extend local reach for advertisers.#5 – Encourage action.
  • 40. Don’t Miss The TrainNewspaper Web sites = Localmotion!
  • 41. Include Newspaper Web sitesin your advertising plans today!

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