PRINTABLE LESSON 10 - Using newspapers

PRINTABLE LESSON 10 - Using newspapers - 2/22/2012 Pros of...

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2/22/2012 1 LESSON 10 USING NEWSPAPERS 1 Pros of newspaper advertising . . . + high credibility with readers + reputations for editorial integrity create a positive environment for advertisers + significant reach in most major demographics, especially in upscale and stable households and among the age 35+ demographic + a few publishers (e.g., New York Times ) have successfully marketed the quality of their audience + response rates to newspaper ads are easily measured via coupon redemptions + flexible (timely insertion schedules, colorful ads of various size, special sections, and targeted editions) 2 . . .and some cons - content is 60%advertising, reading averages < 30 minutes; hence few ads are noticed - most audience reads only certain sections of the paper - market penetration is < 30% in some cities - circulation especially low in key demos such as teens and young adults - ad rates have risen far more sharply than circulation - most newspapers cannot be marketed to advertisers on the basis of a small “quality” circulation, but must continue to depend on a broadly based audience in order to remain profitable 3 National newspapers developed late in U.S. history Reasons: Large territory and significant regional differences led to the emergence of strong local newspapers. Legacy: As newspaper publishers developed a local advertising focus, newspapers became perceived by readers and advertisers alike as local advertising vehicles. At most newspapers, about 16% of advertising space is purchased by national advertisers. Changing picture: Today three national papers (1) publish at least five times a week, (2) have no more than 67% circulation in a single geographic area, and (3) devote at least 50% of advertising space to national advertising. WSJ USA Today NYT 4 Marketing newspapers to readers Newspapers were only essential to advertisers as long as they were essential to readers, and that’s changing, especially among young consumers. Newspaper reading habits are formed by age 30 and change little after that. Publishers have tried to foster the “newspaper habit” by: Increasing entertainment content Increasing sports content Distributing free copies of daily news-digest papers aimed at least- committed readers 5 Marketing newspapers to advertisers Newspaper managers are increasingly providing
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PRINTABLE LESSON 10 - Using newspapers - 2/22/2012 Pros of...

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