November 30th, 2012
Earlier this year, Warren Buffet made a sizeable commitment to the newspaper industry by purchasing more than 60 papers from Media General as well as a smaller stake in papers owned by Lee Enterprises. While one of the papers that Buffet bought will be shut down by years end, this is not a trend. “I hope we have a lot more,” he said about his newspaper portfolio on Monday..
The close community connection “in most cities and towns where they are present, will be here in 10 and 20 years,” Mr. Buffet says. For a man who has had immense success in a myriad of industries, it is prudent to listen. More to come in Mr. Buffett’s annual letter to shareholders. Stay tuned..
Read more in the full article here.
November 6th, 2012
“Mass Affluents” defined by Nielsen as those in the income bracket of $250k – $1m are voracious consumers of print and digital media, a fact supported by The Mendelshon Affluent Survey 2012, released earlier this year. The smartest way to reach them during the upcoming holiday season is with advertisements in the media they love, both on- and off-line. Local newspapers, having a strong cross-media presence, are a great choice for advertisers to reach this market.
These savvy shoppers look to high quality reads with engaging narratives and quality content. Sounds like a magical newspaper story to me.
Read more about affluent spending habits in the mediapost article here.
October 18th, 2012
Research released today shows that your local newspaper food section is a critical resource for meal planning, making a grocery shopping list and directly influencing the food purchase decisions of millions of women ages 25-54 weekly. Key findings include:
- 70% of readers value local newspaper food section ads when making their shopping list which is significant as compared to 42% for digital coupon websites, 25% for women’s magazines and 23% for television commercials.
- 90% of readers make a shopping list before major grocery shopping; 72% stick to their list
- 68% of readers frequently make food purchase decisions based on recipes read in their newspaper food section
If you want increase product sales at retail, be sure to include local newspapers in your media mix. In fact, NNN guarantees this recipe for success. For more information call Sondra Gage at 212-856-6321.
The study was conducted in September, 2012 for Newspaper National Network LP by Fairfield Research using a national web panel. Readers are defined as women ages 25-54 who read their local newspaper’s weekly food section two or more times/month. Click for additional results here.
October 15th, 2012
Recent findings from Scarborough reflect the latest trends in media consumption. As devices used to access the news are time-of-day based, there is more incidental consumption of newspaper content. This holds true for the younger demographic as well. Statistics back this up.
- Nearly 7 in 10 adults read a newspaper in print or online during a week.
- Twenty-eight million adults access newspaper content on their smartphones or tablets in a typical month.
- More than half (56 percent) of the 18-24 age group read a newspaper in print or online during a week.
View more data here. Also, see how consumers connect to the medium in this infographic.
June 22nd, 2012
According to a recent survey by the Donald W. Reynolds Journalism Institute at the University of Missouri, a significant and nearly equal percentage (40%) of mobile media device users and non-users said they subscribe to at least one newspaper. This finding goes against the conventional thought that mobile users are leaving print faster than non-users.
From a demographic standpoint, smartphone and tablet users tend to have a higher percentage of people with university degrees (55%) than non-users which complements MRI reports that 48% are daily newspaper readers. Mobile users also have higher incomes, with 81% having a household income greater than $75,000. This corresponds to strong readers of a daily paper. The appealing target that reads a daily paper is very similar to mobile device users.
For more information on the survey, read here.
June 4th, 2012
The New Orleans Picayune, a staple of the city’s culture for 175 years announced that it will be scaling back printing operations to three days a week shifting emphasis to expanding its online presence. The Times-Picayune is the first major daily to make this alteration in today’s rapidly changing media landscape. Some interesting insight into this strategic business move…
- this shift won’t dramatically hurt print advertising as it was already concentrated on Wed, Friday and Sunday’s
- it enables the publisher get in front of and capitalize on the consumer migration to digital
- the move reinforces the Times-Picayune’s strong bond with the community
Read more here about the changes happening at the Times-Picayune.
May 17th, 2012
Warren Buffett’s Berkshire Hathaway continues to invest in the U.S. newspaper publishing industry as it is buying almost all newspapers owned by Media General; the company already owns the Buffalo News and the Omaha World-Herald. ”In towns and cities where there is a strong sense of community, there is no more important institution than the local paper,” Buffett said. Berkshire will acquire 63 daily and weekly titles in Virginia, North Carolina, South Carolina and Alabama, in addition to digital assets, including websites and mobile and tablet applications. The deal, expected to close on June 25th, includes all Media General’s newspapers, except its Tampa group, for which Media General said it’s in discussions with other prospective buyers. Buffett believes that newspapers will have a solid future if they continue delivering information that can’t be found elsewhere.
April 27th, 2012
Newspapers website traffic improved in the first quarter of 2012 with a 4.4 percent increase year-over-year in adult unique visitors (113 million) and a 10 percent increase in adult average daily visitors (25 million). Further, newspapers achieved a more than 7 percent increase in unique visitors ages 21 to 34, with average daily visits by this age group up 17 percent and total visits rising by 15 percent, according to NAA’s analysis of data provided by comScore.
Like the comScore data, NAA’s multiplatform study underscores young people’s growing preference for digital newspaper formats. Of those surveyed in the 18-to-34 age group, 24 percent said they read only print newspapers while 34 percent read both print and digital newspapers. For digital-only newspapers, the number jumps to 48 percent.
View this news release online.
For more details about the multiplatform study, read the press release here
April 18th, 2012
A recent study conducted by Frank N. Magid Associates Inc. looked at what motivates consumers to turn to newspaper media for all their news needs. It was found that 54% use more than one platform to access newspaper content during any given week. Moreover, two-thirds (67%) used a digital platform several times a day. Other highlights of the study, conducted by Magid for NAA, include:
- 90% of print-only readers found that “newspapers provide a broad range of news and information in one place.” Results were 85% for print + digital readers and 83% for digital-only readers.
- 61% found that newspapers provide more useful advertising (than other media).
- 61% of print and 60% of tablet users say newspapers “provide a satisfying reading experience for me” – the similarities are striking!
“This information gives us great insights into the drivers of engagement with newspaper media across platforms and shows that the enduring value of newspapers – depth, quality, quantity and dependability – extends to digital platforms as well,” said Caroline Little, NAA president and CEO. “The study also demonstrates that advertisers can effectively reach a shopping audience across newspapers’ multiple platforms.”
For more details about the study, read the press release here.
April 11th, 2012
Innovation was a major theme at the NAA mediaXchange 2012 conference in Washington, D.C., last week, where representatives of newspaper companies met to discuss current and future business models. “The time of doom and gloom for the industry is behind us, replaced by the time of innovation, experimentation and creativity,” Caroline Little, NAA president and CEO, told attendees.
“There’s a lot of life left in print,” Mary Junck of Lee Enterprises said during a roundtable discussion with newspaper executives and media reporters.
The executives also noted that the synergy being created between print and digital products will enable newspapers to continue as a viable source of news and advertising for many years to come.
“It’s been a tough three years, [but] I think people see a new horizon that offers real opportunities,” said Bob Dickey of Gannett’s community newspaper division.
Jim Moroney of The Dallas Morning News said when the newspaper raised the price of print subscriptions in October, it offered readers 5 percent off if they did not want digital access. About 70 percent paid for digital access, added Moroney, the new NAA chairman. “That was another good sign that we’ve got a very engaged print subscriber who also wants to be engaged with our products digitally.”
Register for the Financial Times for free to read more about what industry experts were saying at the conference.