NSA Media Reach Non-Subscribers Effectively? “There’s Gold in Them Thar Zip CODES!” NTMC Conference February 10, 2011
NSA Media The number of media options today is growing exponentially…
NSA Media • The preferred media for news is quickly moving to a digital/mobile platform… Yesterday 44%of Adultsgot their news here Only 31%here (Pew research) 2010
NSA Media The worldis now literally at our fingertips
NSA Media • Creating challenges for advertisers… • The current media landscape is perplexing. • The number of choices is seemingly endless. • And just like you, they are finding it a challenge to drive sales with digital…
NSA Media NSA Media • Digital migration reality… • Fact: Consumers have embraced digital sources for news/ entertainment content much faster than they have for advertising content. “Platforms on which people least like to see advertising are the ones they are adopting fastest: Mobile (63% dislike or strongly dislike); email (57%); and social (44%)” – AdAge/Ipsos Jan. 2011
NSA Media NSA Media • Habit • Demographics • User experience • Engagement • Why…?? • Privacy concerns • Ad versioning Most ignored ads AdWeek Media/Harris poll
NSA Media NSA Media NOT something we often hear from consumers
NSA Media NSA Media Yet we know that consumers still engage with newspaper ads, especially preprints. • Viewed as “Content” • #3most read section on Sunday (52%) • And they drive traffic to stores…
NSA Media NSA Media • So how do we reach the gold…?
NSA Media NSA Media • Give consumers the adsthey want, and make sure they want‘em… • Declining circulation = Lost value • Newspapers still have the logistics in place • Relevance Engagement Response • Opt-in is the “New Paid” • Sunday Select – • Wanamaker’s Nirvana… Finally!
NSA Media • But that’s clearly not enough… • Digital media is embedded in modern society • Media fragmentation is a reality • Consumers are in control • All channels can deliver a valuable audience • The right mix is critical
NSA Media • How can newspapers win? • “Print+” Digital Integration is key Benefits: Complementary strategy Connected messaging Effective targeting Day part management Massive, desirable audience
NSA Media NSA Media • Why is all this so important?? Factors Influencing Advertisers
NSA Media NSA Media • Not to mention this…
NSA Media • Things to be doing . . . • Help us find the GOLD in each zip code • Emphasize Quality over quantity • Deliver Customers, not just an audience • Emphasize Opt-into boost engagement • Develop Print-specific and Integrated programs, that improve ROAI • Remember who pays the bills… your advertisers • Give ‘em what they want
NSA Media Missing the boat is not an option.
NSA Media Thank You Dave Gusse President Alliance Media firstname.lastname@example.org