April 5th, 2013
A recent Nielsen study shows that homes with a more educated head of the household were watching 50% less TV in the AM than the lower educated counterparts. “Overall, the report shows that higher education and income levels were correlated with less TV usage, particularly at the early and late parts of the day, Nielsen said”.
It is plausible that the more educated consumers are actively engaged with their local newspaper in the morning. As the NAA reported last year in their Multiplatform Usage Study, conducted by Frank N. Magid Associates, 31% preferred to consume their paper in print in the AM before work/school.
Intuitively it makes sense no? If you are an advertiser looking to reach an engaged, educated and affluent audience that acts on your messaging, look no further than your local newspaper.
Read the full article about the Nielson study here.
You can download the NAA Multiplatform study on this page
February 22nd, 2013
After making a bold move to switch from seven days of print to three days a week in October, the Times-Picayune has once again captured national attention. Its publisher says ““This is a 50 chapter book. This is chapter two. So far, so good, but we’ve got a lot to learn.”
By cutting print distribution in half, daily circulation grew about 1 percent from the third quarter of 2012 (before the print change) to the fourth quarter in 2012 (after the change). And, average Sunday circulation is flat.
Moreover, digital changes are working! NOLA.com had 3.4 million unique visitors a month in 2011. In 2012, it rose to 4.2 million. NOLA.com’s mobile platforms combined had more than 12 million page views in December 2012.
Not only did the numbers get a lift, the whole office environment got a facelift. The new office in downtown New Orleans has 360 degree windows with a great view of the city and people don’t even have assigned desks. Instead carrying around Macbooks and iPhones to write and produce work on the fly. The cultural changes are paying off during a big time in the city: The Superbowl. NOLA.com’s coverage racked up 1.9 million page views in two weeks. It published 614 stories, 1,317 photos and 93 videos.
This is just the beginning of what could be a prize-winning story; stay tuned for chapter 3!
To read more on what the Times-Picayune is going to rewrite newspaper history, read here.
February 7th, 2013
More color and more analytics are just some of the things that papers like The Columbus Dispatch are doing to revolutionize the way they go to market. In response to reader research and large amounts of feedback, the print product has transformed into a more compressed version of its previous self – now a slim 14.6” tall x 10.5” wide. “Bigger than a tabloid but smaller than a traditional broadsheet” is how it’s billed.
And the size of the paper itself isn’t the only tradition that’s been left behind. The business model has gotten smarter focusing on core readers while concurrently increasing subscription prices. While The Dispatch lost approximately 8-9 percent of readers when they implemented this strategy, the increase in revenue offsets any loss and then some, as much as 5 to 1. They are also trendsetting by implementing multi-headed pricing strategies…having plans like Sunday delivery only, e-editions, Web digital access and 7 day home delivery, readers have a plethora of packages to cater to their needs at a slight premium price over simply having both print and digital 7 days a week.
Watch to see if the innovation and rejuvenation of this paper catches on…
To read more about what innovations are happening at The Columbus Dispatch, read here.
January 14th, 2013
The CDC just announced that the 2013 flu season has reached epidemic levels. With the outbreak arriving early and with such force, now is the time to advertise your products in high risk markets. While we are only about half way through the flu season, preventative measures and Rx treatments are in short supply in some areas. Consumers are seeking alternative prevention and treatment options to protect their families. Local newspapers provide comprehensive coverage of the flu epidemic and are the ideal medium to spread the word and increase sales in key markets at this critical time.
Did you know? NNN can assist in identifying the top papers in flu-stricken areas.
- Consumers actually seek out newspaper ads, especially during periods of crisis. No time-delays or ad avoidance.
- NNN delivers ads in the markets that matter most during the epidemic. Go as deep into the market as you want with the full newspaper footprint.
- Ads run within 48 hours of placing an IO, stimulating product awareness and sales.
Call or email us now!
January 3rd, 2013
Several trends in the newspaper industry have painted a pretty picture for investors in 2012. Six of eight publicly traded companies showed gains; four were up 30% or more and two were down low single digits.
There were several strategies that investors found favorable when choosing newspaper companies for their portfolio. A few include:
- Digital pay plans: More than 400 of 1,350 daily papers have implemented some version of a paywall.
- On an operating basis, the majority of papers are profitable and only a few have discontinued or reduced frequency of print publication.
- Many have launched digital/social marketing in support of local businesses. The connection to community is where so many daily papers shine.
Let’s toast these trends as the future looks bright entering 2013.
Read more about why investors are putting money into the newspaper industry here.
December 27th, 2012
From 2009-2011, the percentage of U.S. publishers with mobile sites has grown from 51% to 90%. The survey just released from the Alliance for Audited Media stated that the remaining 10% expect to launch a mobile site in the next 12 months.
“Media companies know that delivering content whenever and wherever consumers want is key,” Eric John, AAM VP of digital services said. This survey demonstrates that publishers have taken on mobile not as part of their future, but as a critical component of their cross platform editorial and selling strategy. Despite the proliferation of digital, less than 15% surveyed have plans to reduce their print publishing frequency and less than 3% think their publication will only be produced digitally in the next five years. The full media footprint – print, digital, tablet and mobile – is the most effective way to reach consumers in the coming years and publishers recognize that.
Read more about the survey from AAM here.
December 21st, 2012
As online video continues to be the rage, many newspapers including the Philadelphia Inquirer, Los Angeles Times and the St. Louis Post-Dispatch are working to provide advertisers and publishers with the most impactful placements. Visually striking video in addition to quality content is a way to place newspapers into a new and exciting realm where they stand on their own. Call NNN to learn more about the power of online video on newspaper websites.
December 4th, 2012
Local newspapers are valued. While print remains the heart and soul of the newspaper, digital and social formats immerse readers in instant information and increased relevance. Appreciation is apparent when looking at the social threads citing or responding to articles online, the ever-growing following of newspaper sports writers on Twitter, or fans of high school and college sports on newspaper Facebook pages.
With the shift to digital, newspapers have made their presence more robust. Although recent years have posed many challenges, the future, like the holiday season is bright.
Read more about how newspaper media is resurging here .
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.