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The Evolving Landscape of Press: Strengths, Weaknesses, and Future Trends

The landscape of press is shifting with the rise of digital mediums, yet traditional newspapers remain a significant source of information. This overview highlights the structure of the press, including daily and weekly frequencies, broadsheet and tabloid sizes, and effective audience measuring via the Auditing Bureau of Circulations (ABC). Advertising in newspapers and magazines presents unique opportunities, strengths, and challenges. As the market becomes more competitive, understanding evolving consumer behaviors and trends in print quality, supplements, and targeted advertising will be crucial for navigating the future of the press.

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The Evolving Landscape of Press: Strengths, Weaknesses, and Future Trends

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  1. Press • A traditional Format • An involving medium • Newspapers available on line

  2. Structure of Press • Frequency - Daily, Weekly etc • Size – Broadsheet, Tabloid • Circulation

  3. Measuring Audience • The Auditing Bureau of Circulations (ABC) • Independent auditing group • Verifies circulation stats • JNRS • A stand alone report • An annual report • Lansdowne Market Research conducts on behalf of IAPI

  4. Jan – Jun 2003 v2002

  5. Advertising in Press Markets • There are three general types of advertising • Classifieds • Displays • Supplements

  6. Press Strengths and Weaknesses • Strengths • Provides detailed information • Longer display time • Range of market – cultural, national/regional • Positive consumer attitudes • Flexibility • Excellent for supplemental elements

  7. Press Advantages • A highly involved medium • Best usage to build coverage and momentum for a campaign • National press to build coverage • Sustains effects beyond initial weeks • Property – buying and rentals • Recruitment • Sports • Specials

  8. Press Disadvantages • Short life span • Unclear discounting • Quality of print • High clutter • Creative must be clever to deliver impact • Supplement overload

  9. Magazines • Classified according to: • Audience • Geographic coverage • Demographics • Editorial Diversity • Physical characteristics • Distribution and circulation

  10. Editoral Content • General Editorial • Women’s service • Shelter • Business • Special Interest

  11. Magazine classification • Distribution and Circulation • Traditional • Non traditional

  12. Advantages of Magazines • Strengths • Excellent for special interest groups • Receptive audience • Long life span • Innovative creative • Excellent Visual Quality • Sales promotions

  13. Advertising in Magazines • Limited flexibility • Lack of immediacy • Costly

  14. Advances in Press Sector • Improved quality • Supplements increasing in Number • Proliferated special interest mags • Limited research on reader behaviour

  15. Future trends • Press market becoming more competitive and fragmented • UK titles making a foot hold • Increased product development • Sunday Indo has capacity of 250 pages

  16. Volvo Case Study • 156,000 cars sold in 2002 - 5% decline YOY • Ford and Toyota compete for no.1 position • Toyota 17,751 (11.3%) • Ford 17,711 • VW 10.2% • Volvo 1.15% 1,799 • Key competitors include the above plus the BMW, Merc etc

  17. Campaign Objective • Increase awareness of the Volvo name • Promote the flagship model • Communicate the standard spec’s • CD Player, telescopic power steering etc • Position the top of the range car as a car that can be tailored for their specifications

  18. Volvo • Target Market • Demographics • Primary: Drivers ABC1 male aged 35-54 • Secondary: Active lifestyle, self confident, societal conscious • Budget : €400 k • Creative: Completed

  19. Cinema • In 2002 17.3 million admissions • ROI admissions increased from 7.5m to 17.3m. Up 99% • Screen increased from 171 to 313. Up 83% • NI admissions from 1.95m to 4.5m. up 131% • Screens increased from 54 to 144. up 167%

  20. Top Advertising Films in 2002 • Spider-man: The Movie • Lord of the Rings: Fellowship of the Ring • Monsters Inc. • Ocean’s Eleven • Harry Potter • Die another Day • Star wars • Austin Powers • Lord of the Rings: The Two Towers • Minority Report

  21. Sales notes for Cinema • Discounts are negotiable • Volume etc • Bookings 6 weeks in advance results in a 10% discount

  22. Research • Caviar Ireland • Film monitor which provides audince analysis • Quarterly survey by Lansdowne Research • Sells this information by predicting profiles of uncoming films

  23. Regulations and Regulatory Bodies • ASAI Code of Advertising Standards of Ireland • CAA – Cinema advertising association • CCCI- Central Copy Clearance Ireland

  24. Cinema Packages - Carlton • Platinum position – in between trailer and film • Gold position – adverts followed by the Carlton Branding • Premier packages – Urban biased Target 15-34 ABC1’s • Film Packages – chose a film to target a certain audience • Millenium Kids Package – Access to all childrens films in all cinema’s all year round - €50K

  25. Pearl and Dean • Negotiate for the 9 UGC screens and Ster century

  26. Future trends • Continued growth • Loyalty tickets growing • Books and video games turning into films • Improved quality of cinema’s will increase attendance • 22-24, ABC1’s visit cinema most regularly • 13% go weekly • Considered a good night • Newspaper the main source of info regarding listings

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