Make Your Online Advertising More Effective

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Make Your Online Advertising More Effective

• A Case For Using
• Local Newspaper Web sites

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Newspaper Web sites Localmotion!
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Everything important is local

• -Bill Schrier,
• Chief Technology Officer, City of Seattle

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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

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Localization is a key component of Macys
strategic formula for continued growth and
success As we provide for more local decision
making in every Macys 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

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The Value Proposition of Newspaper Web sites
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Five Good Reasons
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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.

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Reason 1

• Newspaper Web sites Reach Engaged Local
  Audiences.

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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.
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Women Use Newspaper Web sites!
Composition Index to Total Women Index to Total Online
Age 25 to 34 22 128 109
35 to 44 24 127 108
HH Income 75,000 49 144 103
Education College Graduates 38 159 116
Home Ownership Own their Home 75 106 100
Base 22,560,463 Female Adults who visited
newspaper website past 30 days Source 2008
Scarborough Multi-Market Report
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Men Use Newspaper Web sites!
Composition Index to Total Men Index to Total Online
Age 25 to 34 22 115 108
35 to 44 24 122 110
HH Income 75,000 61 205 127
Education College Graduates 46 170 139
Home Ownership Own their Home 78 108 104
Base 22,555,774 Male Adults who visited
newspaper website past 30 days Source 2008
Scarborough Multi-Market Report
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Hispanics Use Newspaper Web sites!
Composition Index to Total Hispanics
Age 25 to 34 30 104
35 to 44 25 113
HH Income 75,000 43 174
Education College Graduates 26.8 233
Home Ownership Own their Home 75 124
Base 4,762,882 Adult Hispanics who visited
newspaper website past 30 days Source 2008
Scarborough Multi-Market Report
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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
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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
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Newspapers Own the 1 Local Web site in 22 of the
Top 25 Markets
DMA 1 -12 DMA 13-25
New York - NYTimes.com Tampa/St. Petersburg Baynews9.com
Los Angeles - LATimes.com Seattle SeattleTimes.com
Chicago - Chicagotribune.com Minneapolis/St. Paul StarTribune.com
Philadelphia - Philly.com Miami/Ft. Lauderdale Sentinel.com
Dallas/Ft. Worth - Dallasnews.com Cleveland Cleveland.com
San Francisco SFGate.com Denver 9News.com NBC
Boston - Boston.com Orlando OrlandoSentinel.com
Atlanta - AJC.com Sacramento SacBee.com
Washington DC - WashingtonPost.com Saint Louis STLToday.com
Houston - Chron.com Portland Oregonlive.com
Detroit - ClickonDetroit.com Channel 4 NBC Pittsburgh- Post-Gazette.com
Phoenix AZCentral.com Charlotte Charlotte.com
Indianapolis IndyStar.com
Source comScore January 2008 December 2008
Average Unique Visitors 18
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Reason 2

• Newspaper Web sites Are Continually Growing.

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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
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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
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Online Newspaper Audience Continues to
GrowUnique Users January 2004 January 2009
73,308,926
43,330
Up 77
Source Nielsen Online Adults 18 - 2009
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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

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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)
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Reason 3

• Newspaper Web sites Offer Engaging Products and
  Services.

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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
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Reason 4

• Newspaper Web sites Extend Local Reach For
  Advertisers.

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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

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Currently, 66 of Newspaper Online Revenue is
Local Total Approximately 3.2 Billion
National
Local
Source Borrell Associates May 2008
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Source Borrell Associates, 2008
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With strong brands and trusted environments,
local media sites deliver concrete results for
advertisers.

• - Pam Horan, President Online Publishers
  Association

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Reason 5

• Newspaper Web sites Encourage Action!

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Action!
46 of local online content users took action
after seeing ads on a local Newspaper Web site.
Online Publishers Association and Jupiter
Researchs Spring 2008
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Brands are starting to realize just because
content and advertising is delivered digital
doesnt 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
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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.
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• 56 of adults trust ads on a Newspaper Web site.

Source OPA and Jupiter Research, August 2008
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Why Use Newspaper Web sites?
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Five Good Reasons
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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.

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Dont Miss The TrainNewspaper Web sites
Localmotion!
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Include Newspaper Web sites in your advertising
plans today!