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Make Your Online Advertising 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.
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Make Your Online Advertising More Effective A Case For Using Local Newspaper Web sites
“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 marketing place.” - AllAboutBranding.com
“Localization is a key component of Macy’s strategic formula for continued growth and success… As we provide for more local decision making in every Macy’s community, we are tailoring our merchandise assortments, space allocations, service levels, visual merchandising and special events store-by-store.” - Source: Macys Inc, 2008 Annual Report, page 2
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.
Reason #1 Newspaper Web sites Reach Engaged Local Audiences.
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. • 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.
Women Use Newspaper Web sites! Base: 22,560,463 Female Adults who visited newspaper website past 30 days Source: 2008 Scarborough Multi-Market Report
Men Use Newspaper Web sites! Base: 22,555,774 Male Adults who visited newspaper website past 30 days Source: 2008 Scarborough Multi-Market Report
Hispanics Use Newspaper Web sites! Base: 4,762,882 Adult Hispanics who visited newspaper website past 30 days Source: 2008 Scarborough Multi-Market Report
“As consumers become more sophisticated in navigating the Web, they are turning to trusted sources of news and information, like newspapers, instead of content aggregators or portals.” - Shawn Riegsecker, President, Centro
#1 Local Site in Top Markets Newspaper Web sites #1 in Top 10 Markets Newspaper Web sites #1 in 22 of the Top 25 Markets Source: Newspaper National Network LP comScore – December 2008– 12 Month Average Unique Visitors
Newspapers Own the #1 Local Web site in 22 of the Top 25 Markets Source: comScore January 2008 – December 2008 Average Unique Visitors 18+
Reason #2 Newspaper Web sites Are Continually Growing.
Audience Growing At More Than Twice the Rate of The Internet Percent Growth In Unique Visitors, Same Period, Year-Ago Source: //NetRatings NetView Custom Analysis 2009
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
Online Newspaper Audience Continues to GrowUnique Users January 2004 – January 2009 73,308,926 43,330 Up 77% Source: Nielsen Online – Adults 18+ - 2009
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
77% of frequent web visitors are more satisfied with local content on Newspaper 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)
Reason #3 Newspaper Web sites Offer Engaging Products and Services.
Newspaper Web sites Provide Functionality 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
Reason #4 Newspaper 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 marketplace.” - Blizzard Internet Marketing, August 2008
$1.1 Billion $2.1 Billion Currently, 66% of Newspaper Online Revenue is Local Total= Approximately $3.2 Billion National Local Source: Borrell Associates May 2008
“With strong brands and trusted environments, local media sites deliver concrete results for advertisers.” - Pam Horan, President Online Publisher’s Association
Reason #5 Newspaper Web sites Encourage Action!
Action! 46% of local online content users took action after seeing ads on a local Newspaper Web site. Online Publishers Association and Jupiter Research’s Spring 2008
“Brands are starting to realize just because content 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
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.
56% of adults trust ads on a Newspaper Web site. Source: OPA and Jupiter Research, August 2008
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.
